Audi Joins Fox's Super Bowl Lineup

[EnI]

how much did Audi pay for this commercial?

Who knows.

But this year the average price for 30sec Super Bowl spot was $2.4 million. Airing price only, w/o production costs.

Audi spot was 60sec long.


PS: the licensing fee for using Godfather scenes alone is worth between $0.5 million to $1.5 million. That's the price the studio asks for the license.

 

[EnI]

Btw, I just do not get Audi moves.

Scott Keogh, vice president of marketing at Audi, said: "The message we want to send is between Old World and New World and say that Audi is the New World. The spot sets up old luxury as excessive extravagance. Audi is not about excess, it's about substance."

Old luxury is excessive extravagance, and Audi is not about excess??? And they did dare to put the most excessive car in their product portfolio in the ad. Kind a controversial move - regarding the aim of the ad.

If Audi think huge up-to-your-face trapezoid single grille & tacky LED headlights are not considered as excessive & extravagant, they are just wrong.

And again ... Who are the "old luxury"?


The only positive result of this SB ad is coast-to-coast exposure of Audi, since SuperBowl is one of the rare all-national events.

 

[Choleric]

The only positive result of this SB ad is coast-to-coast exposure of Audi, since SuperBowl is one of the rare all-national events.

Isn't that all that matters?

You just sound bitter Eni.

Yahoo rated it their #1 ad...
Top five Super Bowl commercials: From Timberlake to 'The Godfather' - NFL E... - NFL - Yahoo! Sports


and MSN had it as one of the best...

FOX Sports on MSN - Super Bowl Ads - Super Bowl XLII Commercials

 

[Tumbo]

how much did Audi pay for this commercial?

From WCF:
Old luxury just got put on notice
Audi has spent some USD 6 million on air time only well, whether Americans will flock to Audi dealerships in order to lay their hands on an already extremely popular Audi R8 is debatable but the advertisement will definitely raise awareness of the brand considerably.

Actor Alex Rocco, aka Moe Greene from the Godfather, wakes up to find his Rolls Royce grille at his feet copying the famous scene from the Godfather where Hollywood producer Jack Woltz wakes to find his prized horse Khartoum's head in his bed.

On a side note, the New York Giants beat the favourite Patriots by three points thanks to a last minute touch-down.

 

[EnI]

^

I'm not bitter at all.

And I said the ad was visually attractive & well made. Yet it failed to deliver the message that it aimed to. I'm telling you that since I worked in ad agencies in the past, and can professionally judge the ads - and I'm able to differ bad ads from the good ones.

Ad is a marketing tool, not just a fancy video. Sometimes the video sucks but the ad is effective, sometimes it is vice versa.

And I really do not care about some sporadic personal "Best Ad" picks. What it counts is ad's aggregate effectiveness - and that can be measured. And I doubt such ad will be effective enough. It will be effective (Audi exposure) but not enough since ROI won't be high in the case of this ad (too expensive ad). I can tell you that right now.

And, yes - there have been many bad ads by BMW as well. And whan I say "bad ad" I do not mean the video per se, but the ad's effectiveness.


PS: was it just about exposure, or it was also about delivering the message? Of course it was - Audi officials said that. Yes, they exposed Audi brand - just like any brand advertized during super Bowl was well exposed. Yet I'm sure Audi brand is already well known in USA. But what about the message? I don't see it being delivered.

 

[audi_rudy]

I liked the ad alot, at first I was confused and then it all made sense. Its all about showing off Audi to the public and get awarness.
On a side note, I am VERY disappointed that my hometown team the Patriots did not winI still havent recovered yet

 

[Bartek S.]

Audi R8 TV Commercial "The Godfather" Part 2

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[EnI]

Great sequel: better than Part 1. Drama, great visuals, etc.

But again - I still do not know who the "old luxury" are? Some American brands? Since the accusations towards old luxury expressed in the add definitely did not apply to the German & Japanese rivals who are as much advanced as Audi is. Even the new Jag is joining the club. So, who are the bad old luxury - retarded, excessive & extravagant?

Audi is fighting imaginary rival / enemy here - since today they are no "old luxury" anymore. It would work back in early 90s ... but today all brands are definitely new luxury.

 

[warot]

Audi R8 TV Commercial "The Godfather" Part 2

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Now that's the ad that should have been aired!!

 

[Choleric]

^

I'm not bitter at all.

And I said the ad was visually attractive & well made. Yet it failed to deliver the message that it aimed to. I'm telling you that since I worked in ad agencies in the past, and can professionally judge the ads - and I'm able to differ bad ads from the good ones.

Ad is a marketing tool, not just a fancy video. Sometimes the video sucks but the ad is effective, sometimes it is vice versa.

And I really do not care about some sporadic personal "Best Ad" picks. What it counts is ad's aggregate effectiveness - and that can be measured. And I doubt such ad will be effective enough. It will be effective (Audi exposure) but not enough since ROI won't be high in the case of this ad (too expensive ad). I can tell you that right now.

And, yes - there have been many bad ads by BMW as well. And whan I say "bad ad" I do not mean the video per se, but the ad's effectiveness.


PS: was it just about exposure, or it was also about delivering the message? Of course it was - Audi officials said that. Yes, they exposed Audi brand - just like any brand advertized during super Bowl was well exposed. Yet I'm sure Audi brand is already well known in USA. But what about the message? I don't see it being delivered.

Eni, I never doubted your expertise in the area, I know you are in the marketing field and such. I just feel that most Americans who saw that ad are going to respond positively to it. Like, "Damn, that was a nice car! I never knew Audi made cars like that..." etc...