Audi Joins Fox's Super Bowl Lineup


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Bartek S.

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NEW YORK Audi will be an advertiser on Fox's broadcast of Super Bowl XLII.

The German auto brand will feature the sporty R8 roadster in a 60-second spot that will air during the first quarter, Audi said today.

"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," Scott Keogh, CMO of Audi of America, said. "I don't see any benefit to let this concept out of the bottle at this stage. I think it's something that is impactful and powerful and we want to get that 'Wow' factor during the Super Bowl."

Keogh hinted that the execution from Venables Bell & Partners, San Francisco, will "grab into the heart and soul of the American struggle and the American entertainment business."

The ad's only broadcast TV airing will be during the Super Bowl telecast Feb. 3. However, there will be teaser spots available online prior at AudiWorld.com and third-party sites, filled with subliminal messages and innuendo that Keogh hopes will prompt repeated viewings as consumers attempt to decode the secret meanings.

"We want this to explode on the Web and get people talking," he said.

The R8 is a so-called "halo" car, designed to draw attention to the brand. It first hit dealerships in October with a starting price of $109,000. Audi sold 104 of the R8 that month, and 67 in November.

The ad buy marks Audi's return to the Super Bowl after more than 20 years. The spot will kick off a bid to position the brand as a top-tier luxury car on the biggest stage in advertising.

"It's time for us to not only let the experts and aficionados know about Audi; we want America to know about Audi," said Keogh.

Toyota has also confirmed that it, too, will advertise during the Super Bowl, although it declined to say which product will be featured.

"We are still waiting to see what will be the model," said truck marketing manager Brian Smith. A rep for the company said that the new Sequoia SUV or the Tundra pickup were both in play, but "we're still two months out so we have to see as we get closer."

Toyota in the past has launched several vehicles and vehicle "refreshings" with Super Bowl spots, including the Tundra pickup this year and the Camry sedan hybrid in 2006. In 2005, Toyota promoted the Prius hybrid with a 60-second Super Bowl spot.
http://www.adweek.com/aw/national/article_display.jsp?vnu_content_id=1003682360
 
"roadster"????????????????????????????????????????????????????????

I hope so.
 
Audi Channels 'Godfather' for Super Bowl

NEW YORK Audi's first Super Bowl spot since 1991 will use one of the themes, if not scenes, from the classic movie The Godfather. The spot will run during the first quarter of the Super Bowl.

Audi CMO Scott Keogh said that the concept is to use the theme of the 1972 movie as new world vs. old world in terms of luxury cars.


"It's a classic struggle," Keogh said. "And we're taking it and applying it to Audi and using it to explain the nature of that conflict."

The spot, via Venables Bell & Partners, San Francisco, plays on the attitudes of the characters in the movie, and "is not extremely verbose," Keogh said. "We are not literal in the spot; it is open to interpretation."

The spot will drive people to a Web site for the featured product, the R8. The ad will be posted on the site, along with outtakes from the production shoot.

Audi, with record U.S. sales last year of 93,506 units, has positioned itself as a challenger to established luxury giants like BMW and Mercedes-Benz. All three posted sales increases last year, even as the industry posted an overall drop of 2.5 percent, per Autodata, Woodcliff Lake, N.J.

Audi will capitalize on its Super Bowl presence with event marketing in the host city, Phoenix. The Audi Forum Phoenix is a temporary branded storefront open to media, dealers and VIPs, similar to the permanent storefront in New York and eight other cities worldwide. The forum's informational exhibits and product allow visitors to engage with the Audi brand.

Audi of America spent almost $70 million on media in 2006 and $28 million January-October 2007, per Nielsen Monitor-Plus.

http://www.adweek.com/aw/national/article_display.jsp?vnu_content_id=1003696206
 
Audi's Super Bowl ad oozes drama

NEW YORK — Audi is betting it can rev up its image with a parody of rivals in a Super Bowl commercial backed by a Hollywood-size production budget.

The Volkswagen-owned carmaker is looking to crown itself as the new luxury auto brand. Audi's first Big Game ad in 20 years features its new $109,000 R8 speed machine. It uses a send-up of an iconic scene from The Godfather to poke fun, without naming names, at luxury car rivals.

"We don't look at this as a car ad as much as we look at it as a statement," says Scott Keogh, vice president of marketing at Audi. "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."

The ad opens on a silver R8 parked in front of a Beverly Hills mansion (a real home now on the market for $200 million). Inside, a scene from the violent movie unfolds — but it's motor oil, not blood, that's spilled. Film buffs will recognize actor Alex Rocco, who played Vegas kingpin Moe Greene in The Godfather. The words "Old luxury has been put on notice" appear before the R8 speeds out of the driveway.

Audi paid Paramount Pictures, which released the 1972 Oscar-winner, a licensing fee that it would describe only as ranging from $500,000 to $1.5 million.

Audi.com's about 35,000 registered users will get to see the ad first: It will be e-mailed to them on Super Bowl morning.

Audi will be competing with several car rivals for attention in the game. General Motors (GM), Toyota (TM) and Hyundai are in the game, Nissan (NSANY) and others are buying "spot" ads in individual markets. It also will be up against the fact that car ads in general, in any venue, tend not to be viewer favorites.

Audi's admaker, Venables Bell & Partners in San Francisco, a Super Bowl rookie, took that into account.

"The fact that people don't pay attention to auto ads unless they are in the market for a car is exactly the ammunition we used to do something different and provocative," says Paul Venables, agency founder and co-creative director. "We have this slow, methodical open; it's eerie and not a gag a minute. The light bulb is going to go off that it's The Godfather. All those things contribute to a pause that's going to deliver an entertaining story and brand message."

The Audi brand already has a good story unfolding. Worldwide sales last year were up 6.5% from 2006, to 964,000. The R8's limited production run of 700 for 2008 already is sold out, but Audi hopes the sexy flagship in the ad will burnish its brand image and drive sales of its more affordable luxury, such as the A4, starting at $40,000 and A5 at $50,000.
 
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Audi's Super Bowl ad oozes drama
http://www.usatoday.com/money/advertising/2008-01-17-audi-super-bowl_N.htm
 
OMG. :eusa_doh:All the fuss about nothing. :eusa_thin

I've expected so much more. But this ... :t-banghea


"Old luxury just got put on notice. Audi and the R8 are here."


Statement ... saying what exactly? :t-hands:


This ad is very questionable since the visual part it's not communicating what the textual part intends to (communicate). A very confusing ad. Not bringing a clear message. Nor is the message clearly defined.

What has an exotic super-car like R8 to do with the "old luxury"? :t-hands:

If only they did present a car like A8 (or A7) there with that tag. It would have much more sense - if eg A8 was so specially different. Also using no specific car would be a much better choice - just eg. showing the Audi logo + single frame grille on a driving-away car would be much better idea.

It's not clear who the tagged "old luxury" is. The visual part (R8) indicates Porsche, Lamborghini, Ferrari etc are targeted. :t-hands: Definitely not MB & BMW. Nor Lexus & Co. Why? Since they showed R8, and not some luxury car.

Or they want to say "old luxury" is all about the big limos / sedan, while Audi's "new luxury" is all about exotic super-cars? Yet this is very questionable since Audi do offer only 1 supercar: low-volume production R8. While the other cars the offer are pure "old luxury".

What exactly they even mean with "old luxury"???? Who is the "old world"? Japanese counterparts definitely not - since they all new brands. Cadillac & BMW with their radical new modern design? Hardly. MB? In US market Audi vs MB looks like Hyundai vs Lexus.

And if they are targeting MB & BMW (being "old luxury" according to Audi), then Audi are positioning themselves in a box together with "new world luxury" brands like Lexus, Infiniti, Acura, ... and even Hyundai from now on. Not a very smart move by Audi if they really want to compete with BMW & MB.

Another problem: Audi ain't so new & special vs the other luxury brands. Audi should invest more in other marketing fields, not just in advertising.

Summary: visually appealing ad, but the message is weak & confusing. In the end the ad will do exactly what Audi tried to avoid: everybody will talk about car (R8), and not about Audi in general (as a special new luxury brand). So, mission failed.
 
I share Eni's sentiment.... not clear definition of what 'old luxury' is.. and even more alarming is the ad's lack of defining what 'new luxury' Audi is bringing to the market. After watching the ad I stared at the tv for a few seconds and said to myself 'is that it?!'....


who are big American car fans, were surprised by Audi and liked it too.
Click to expand...

That's great n' all, but big American car fans aren't Audi's target market. It would have been a clever idea to showcase/showoff the R8 if the purpose of the ad was simply to make Audi look more 'cool' and better known throughout the States, but when you have a central message of 'Out with the old luxury, and in with the New Luxury' you really need to make that message clear and meaningful. There's a reason why 'Sheer Driving Pleasure/Ultimate Driving Machine' is so synonmous with the BMW brand.

Nonetheless... if the purpose of the ad was to get people talking and transforming their opinion of Audi, well then the ad may well be a success.... but I'll stick with my comment that the ad should have been clearer and more closely linked with the slogan of the ad.
 
I was looking for this ad as this was one of the 2 that involved cars. I have to say I thought it was pretty weak as the first 30 seconds didn't do anything for Audi. These aren't the kinds of ads that are going to do you that much good.

Having said that, the car looked and souded great though,
 
Let's face the truth: one ad is not enough to chane public perception of Audi ,but i think that it's a good effort.:D
 
I missed Super Bowl and haven't watched the ad. Did Audi unveil the RS spider or anything new???
 
Luwalira said:
I missed Super Bowl and haven't watched the ad. Did Audi unveil the RS spider or anything new???
Click to expand...

Not that I can tell. Loooked like a regular R8 to me, and they revved it a few times. That was quite exciting. But I just see how it pertains to anything to be honest.

P.S. How crazy was that game :bowdown:
 

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Audi

Audi AG is a German automotive manufacturer of luxury vehicles headquartered in Ingolstadt, Bavaria, Germany. A subsidiary of the Volkswagen Group, the company’s origins date back to the early 20th century and the initial enterprises (Horch and the Audiwerke) founded by engineer August Horch (1868–1951). Two other manufacturers (DKW and Wanderer) also contributed to the foundation of Auto Union in 1932. The modern Audi era began in the 1960s, when Volkswagen acquired Auto Union from Daimler-Benz, and merged it with NSU Motorenwerke in 1969.
Official website: Audi (Global), Audi (USA)

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