Audi of America Inc. will boldly declare its intention to redefine luxury in the automotive segment with its first Super Bowl ad in nearly 20 years, the company said today. The 60-second ad, which was inspired by the Oscar-winning film “The Godfather,” is critical to connecting with luxury vehicle customers. In addition to the creative content associated with the epic film, the ad features prominent placement of the Audi R8, the brand’s first mid-engine sports car.
Audi’s return to the Super Bowl was preceded by a record year for sales in the United States. The automaker sold 93,506 vehicles in the US in 2007, a 3.8% increase over the previous year. Audi selected “The Godfather” as a thematic foundation for its Super Bowl ad because the film expresses the idea of a new power rising in an established hierarchy.
"With record sales in 2007 and the launch of a host of new products in 2008, the Audi brand is at the single most exciting point in its history,” said Scott Keogh, chief marketing officer, Audi of America. “We chose ‘The Godfather’ to anchor our Super Bowl ad because, at its core, the film is about a struggle between old and new power. In precisely that fashion, Audi represents the rise of a new force in luxury.”
Audi’s advertising agency, Venables Bell & Partners created the ad, which was shot on location at the Fleur de Lys house in Los Angeles. The 60-second spot will air only twice on television. The debut will come in the first quarter of the Super Bowl, while a 30-second version will air the following day.
Actor Alex Rocco, who portrayed the character of Moe Greene in the first “Godfather,” will be starring in the ad. Audi last advertised during the Super Bowl in 1991.
On the day of the game, Audi guests who have previously opted-in on www.audiusa.com will have the
opportunity to view the spot early on a separate, dedicated web site. That web site will also host additional footage from the filming and production of the ad.
Audi will support their Super Bowl ad with an on-the-ground presence in the game’s host city of Phoenix, AZ. Audi is creating a temporary installation of the Audi Forum, which currently exists in many of the world’s major cities, including London, Tokyo, Sin gapore and New York. The Audi Forum Phoenix will be a haven for VIP and celebrity guests, incorporating tailored programming and experiences throughout the week.