Audi Super Bowl Ad Puts Redefined Luxury In Driver's Seat


Audi will join the traffic jam of car ads in the Super Bowl with a spot looking to further position itself as a luxury brand. As always, it has a lot to live up to, with its 2008 "Godfather"-inspired spot garnering critical attention.

Audi unveiled some details about its 60-second spot that will air during the game's first ad break when attention is high. Yet it did not detail what could be the crème de la crème: the "cameo" at the end.

The automaker stated that the ad will "feature an irreverent, satirical overtone" with "well-dressed" inmates trying to escape a luxury prison. The concept is a redefinition of luxury with old luxury as a backdrop.

The company has been running a lead-up spot during the NFL playoffs, inspired by the 1947 children's book "Goodnight Moon," backing the same new sedan to be touted in its Super Bowl ad looking for 100 million-plus viewers.

San Francisco's Venables Bell & Partners is behind the spot as Audi is becoming a perennial Super Bowl advertiser. There are many other auto advertisers scheduled for this year's game as the industry recovers.

The 2008 spot offered a send-up of the "Godfather" film with a message that other luxury automakers better watch their backs.




2 comments about "Audi Super Bowl Ad Puts Redefined Luxury In Driver's Seat".
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  1. Dean Collins from Cognation Inc, January 31, 2011 at 8:16 a.m.

    Can there really be the ROI in these ads?

    I mean sure if i had $1m i'd consider advertising and hope 1m people logged in for our free chat at but realistically how many of these people are going to buy an audi on monday and is there really the ROI there to justify it.

  2. John Grono from GAP Research, January 31, 2011 at 2:53 p.m.

    All savvy marketers know that brand advertising on Day One does not produce sales the following day, and maybe not the following week, month (or even year in the case of cars). This ad campaign is all about "filling the funnel".

    That would be akin to appointing a consultant on Monday and expecting sales ROI on Tuesday.

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