Audi is enlisting “Game of Thrones” actress Maisie Williams in a Super Bowl spot showing how the automaker is embracing its electric future.
Globally, Audi plans to introduce about 30 electrified vehicles by 2025.
The musically inspired, 60-second “Let It Go” from 72andSunny Amsterdam kicks off a global brand campaign about the automaker’s long-term ambition to shape a new era of sustainable mobility.
The spot will air in the fourth quarter and was directed by François Rousselet.
The automaker skipped 2018 but has otherwise bought time during the Super Bowl for the past 11 years.
Creative shows Williams, a vocal advocate for action on climate change. The actress, behind the wheel of an Audi e-tron Sportback, finds herself stuck at an intersection that represents a crossroads of old notions of consumption, success and status, according to the automaker.
Williams chooses to reverse course and leave it all behind, breaking into the familiar lyrics of the hit song “Let It Go” from "Frozen" as she drives toward a more sustainable future. Along the way, fellow drivers, pedestrians, and others join in.
The reinterpretation of “Let It Go” showcases how transformation always starts with letting go of something old to create something new, according to the automaker.
“Maisie Williams is the perfect representative of how consumers are increasingly choosing, and advocating for, transportation options that are more sustainable,” says Sven Schuwirth, head of brand Audi, digital business and customer experience, in a release.
The spot aims to recharge the “Vorsprung durch Technik” (Lead by Technology) tagline with new meaning. It will also roll out across TV and social media channels in multiple markets including Germany, Italy, France, U.K., Spain, and China.
Throughout 2020, several additional chapters of the global brand campaign will cover strategic topics such as electrification, connectivity, customer experience, and design. The intention is to systematically rejuvenate the brand and attract new audiences by emphasizing topics like sustainable mobility as new forms of luxury.