Goodnight, Competition: Audi Hypes its Super Bowl Ad with “Prelude” Commercial
Posted on January 14th, 2011
When Super Bowl XLV airs on February 6, there will be the usual onslaught of ads that aim to capture the attention of the fickle American public. Audi will air a commercial during the football game, but also plans to separate itself from other car commercials by building hype through an ad it will start airing tonight.
The commercial is the brainchild of Venables Bell & Partners, a San Francisco advertising firm, and is intended as a prelude to the Audi Super Bowl spot, which will run during the first commercial break in the first quarter of the game, according to the New York Times.
The Audi commercials feature the company’s A8 sedan and use the tag line “Luxury has progressed” to lure buyers away from the standard luxury brands, like BMW and Mercedes, and toward Audi’s lineup. Scott Keogh, Audi America’s chief marketing officer, said that while Audi has been “the great unknown” in the past, the company hopes to “make it the great known.”
The commercial that begins airing tonight is based on the famous children’s book “Goodnight Moon,” and uses the book’s cadence to describe how the concept of luxury has evolved. As a camera pans over a tacky mansion that is filled with excesses like a table overloaded with food and a jewelry box filled to the brim with gaudy rings and necklaces, a voice over says “good night,” to such things as “gluttony,” “Fluffy,” “stuffy,” “old luxury” and “bygones.”
However, once the Audi A8 appears, the announcer quickly switches tone and says “Good morning, innovation. Good morning, unequaled inspiration.” While the Super Bowl ad is similar, according to Keogh, it will employ a more satirical tone.
Audi’s 60-second Super Bowl commercial will battle against other car companies, like BMW, Mercedes-Benz, Chevrolet and Kia, that also have commercials scheduled to air during the most-watched television event of the year in the U.S. With its innovative advertising strategy, Audi hopes to say goodnight to its competition.
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Tags: Commercial, Super Bowl
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