Audi has announced that the future R8 Spider will be featured in a 60-second spot on Fox’s broadcast of Super Bowl XLII. Audi wants to keep it all secret until the day will arrive, but is good to know that we have to expect: "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."
The ad’s only broadcast TV airing will be during the Super Bowl telecast February 3.
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.