|February 1, 2011
Source: Audi of America
Audis 60-second spot, Release the Hounds, will feature an adventurous prison escape scene
Spot will air in the first quarter
The all-new 2011 A8 sedan will be the featured vehicle
Audi today revealed details of its 60-second TV spot set to air in the first break after kick-off of Super Bowl XLV. The spot called Release the Hounds will feature an irreverent, satirical overtone and follow two well-dressed inmates as they attempt to break out of a luxury prison. Challenging viewers to re-think luxury, the ad will humorously feature a number of elements that recall the heyday of old luxury and will culminate with an unforgettable and comical cameo at the end.
Release the Hounds is a continuation of the Audis mission to define Progressive Luxury. During the NFL playoffs, Audi launched a 60-second Super Bowl prelude ad called Goodnight, which tapped into viewers notions of old luxury with the help of an unlikely literary inspiration: Goodnight Moon, the 1947 childrens book by Margaret Wise Brown. The 60-second spot methodically said goodnight to the age of old luxury by taking the viewer on a journey through a traditional-style mansion, and ended by introducing the all new 2011 Audi A8 sedan.
Audis 2011 Super Bowl spot also will feature the award-winning 2011 A8 sedan, Audis most technologically-advanced vehicle and the apex of Audis new luxury lineup. The 60-second TV advertisement is being created by San Francisco-based Venables Bell & Partners.
The past three years Audi has delivered highly-rated spots, including last years Green Car ad featuring the Audi A3 TDI, Green Car Journals 2010 Green Car of the Year, and a soundtrack created by rock legends Cheap Trick. The 2009 spot featured actor Jason Statham in a series of high-speed chase scenes involving luxury competitors, sending the dual message that luxury is evolving. The 2008 Audi spot delivered a parody of the movie The Godfather and signaled that the brand was ready to challenge the perceived luxury leaders by putting luxury on notice.