Audi will present a 60-second ad during the Super Bowl on Sunday. This year’s spot, created by Venable Bell & Partners, focuses on electric cars. The company’s prior ads have all been more than just “Run out and buy an Audi right now!” pitches. It has used them to promote ideas as well as sales. In 2017, it ran its now famous “Daughter” spot that called for equal pay for women.
The new ad is called “Cashew,” and here is what Loren Angelo, vice president of marketing for Audi of America, told AdWeek about it: “The biggest night in football offers a national platform to share our commitment to electrification while showcasing the future of electric performance with the Audi e-tron GT concept, which Audi anticipates going into production in two years. Discerning viewers will also notice a cameo by the e-tron SUV, which is scheduled to hit U.S. showrooms in the second quarter of this year.”
The spot begins with gauzy view of a farm house set in the middle of a field. Next, a hand comes into view and a man is seen walking toward the house, where he meets his grandfather on the front porch. Granddad takes him into the garage, where he pulls the cover off an Audi GT concept car.
As the grandfather unplugs the car from its charger, the grandson climbs in and is awed by the car. Suddenly a bright white light shines through the windshield and then. … Well, you will have to view the ad for yourself to see what happens next. Look for it during the second quarter of Sunday’s game.
The last several seconds of the spot focus on Audi’s projected electric car lineup — the e-tron SUV coming soon to an Audi dealer near you, an electric Audi e-tron sedan to follow, and the concept e-tron GT that is expected in 2 years — or so. The car has already had a nearly decade long gestation period.
We invite you to share your thoughts about this year’s Super Bowl ad from Audi. Does it advance the electric car revolution? Does it make you want an electric Audi in your driveway? What subliminal messages does it transmit to the viewer? I already have some opinions of my own but want others to weigh in first.
Super Bowl ads cost a ton of money and offer a snapshot of American culture at a particular moment in time. Some are freighted with significant messages. Some are just down right silly. Personally, my vote for the best Super Bowl ad of all time goes to The Magic Fridge spot that aired during the game in 2006. Now that was some brilliant marketing!
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