Audi will be back during Fox''s broadcast of Super Bowl XLII after a 20-year absence. The company will tout its $100,000-plus R8 roadster in a 60-second spot set to air in the first quarter. "We are
going to keep our cards close to the vest until Super Bowl day actually arrives, because I think we have a dramatic message," says Scott Keogh, CMO of Audi of America. He adds the creative, from
Venables Bell & Partners, will "grab into the heart and soul of the American struggle and the American entertainment business." It will be the spot''s only broadcast TV airing, although teasers will
be available online prior at AudiWorld.com and other sites.
We want this to explode on the Web and get people talking," he says. "Audi spent about $67 million on advertising in 2006
and $21 million through September of 2007, according to Nielsen Monitor-Plus. At the same time, Toyota also confirms it will buy time in the Super Bowl, but declines to say for which marque. "We are
still waiting to see what will be the model," says truck marketing manager Brian Smith. The new Sequoia SUV and the Tundra pickup are possibilities, says one company rep.
advertisement
advertisement
Read the whole story at Brandweek »