Audi Revs Up Image In Super Bowl Ad
September 10th, 2009 | 
Author: Audi Revs Up Image In Super Bowl Ad
Audi AG is revving up its image as the new luxury auto brand through a highbudgeted Super Bowl commercial.
The first Big Game ad of the Volkswagenowned automaker in two decades will be featuring the new R8. The said ad utilizes a sendup iconic scene from The Godfather to poke fun without naming names at luxury auto rivals reported USA Today.
“We don’t look at this as a car ad as much as we look at it as a statement” said Scott Keogh Audis vice president of marketing. “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 German automaker will be competing with several rivals in the auto industry for attention in the game. General Motors Corp. Toyota Motor Corp. and Hyundai Motors are in the game. Additionally Nissan Motor Corp. and other automakers are acquiring spot ads in individual markets.
Venables Bell Partners in San Francisco the advertising company behind Audis ad 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” said Paul Venables the agency founder and cocreative 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 maker of the reliable Audi radiators paid Paramount Pictures a licensing fee that it would describe only as ranging from 500000 to 1.5 million.
Who will get to see Audis ad first? According to reports the lucky ones are the registered users of the automakers official Web site. The ad will be emailed to approximately 35000 registered users of audi.com on Super Bowl morning.
Audi to note is already etching a positive standing in the industry. In 2007 global sales of the automakers surged 6.5 percent from the previous year to 964000. Additionally the limited production of the R8 for this year is already sold out. Moreover the automaker hopes its Super Bowl ad will make its image shine even brighter at the same time drive more gains to its coffers.
About the writer: Anthony Fontanelle is a 35yearold automotive buff who grew up in the Windy City. He does freelance work for an automotive magazine when he is not busy customizing cars in his shop.
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