Although details of the commercial were not released, Audi indicated it would be in keeping with its previous Super Bowl creative that used humor to show how the brand represented the new and forward-thinking mindset of luxury car owners.
Last year’s Super Bowl telecast featured more than a dozen automakers and car-related companies. Many of them are expected to be in the lineup for Super Bowl XLVI, with Hyundai and Cars.com also recently confirmed.
Commercial time on NBC for the Feb. 5 Super Bowl are going for upward of $3 million for a 30-second spot, according to industry analysts.
“The Super Bowl continues to be a platform to showcase a brand’s creativity and voice,” Scott Keogh, CMO for Audi of America, said in a statement. “Audi was the first automaker in its class to begin advertising in the Super Bowl five years ago and we’re once again excited to be a part of the action.”
According to Keogh, the viewership for the Super Bowl, which has been topping 90 million, makes a Super Bowl ad purchase a no-brainer. “We’ve achieved record levels of awareness and showroom traffic with national consideration numbers showing significant spikes post game, and are confident that this year will follow suit.”
Audi’s lead agency is Venables Bell & Partners, San Francisco.
During Super Bowl XLV, Audi portrayed traditional luxury car owners as being trapped in prison and seeking to escape via the freedom of Audi. In the Super Bowl XLIV broadcast, Audi reworked Cheap Trick’s “Dream Police” song to accompany a scenario of “Green Police” who stopped all cars for infractions except for the A3 TDI clean diesel vehicle.
The Super Bowl XLIII spot featured actor Jason Statham in a series of high-speed chase scenes involving luxury competitors, and Audi’s first Super Bowl spot was a parody of The Godfather.
Audi said it would also continue its tradition of creating a special Audi Forum on-site in Indianapolis. Super Bowl XLVI will be played at Lucas Oil Stadium.
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