|January 17, 2012
Source: Audi of America
· For the 5th year in a row, Audi will air a :60 spot in the first quarter
· Signature LED technology takes center stage in Super Bowl spot
· LED-themed activations kick off January 29 at the Audi Forum in New York
Herndon, VA – Audi today revealed details of its highly-anticipated Super Bowl advertisement, slated to run in the first quarter of the big game on Sunday, Feb. 5, 2012. In the upcoming 60-second spot, the brand’s signature LED headlights will take center stage along with the new 2013 Audi S7 sedan. The story theme remains undisclosed.
“With LED, there’s no mistaking an Audi. Since pioneering the technology nearly ten years ago, LED lights have established the Audi persona have become one of the most recognizable features on the road,” said Scott Keogh, Chief Marketing Officer, Audi of America. “Like our LEDs, this year’s Super Bowl spot will be unmistakably Audi.”
At 5,500 Kelvin, Audi LED headlights are the closest re-creation of daylight available, providing numerous safety benefits, such as helping drivers’ eyes perceive more contrast experience less strain. Traditional lights take 0.2 seconds to engage, while LEDs are immediately activated making driving safer, faster. In addition to safety, LED lights save resources by using 50-percent less power required from the alternator – which in turn reduces the load put on the vehicle’s engine – and can last the lifetime of a vehicle.
Throughout February, enthusiasts can visit Audiusa.com to interact with LED-themed content and learn more about Audi’s signature technology, including its design, safety, efficiency and performance benefits. Beginning on January 29, visitors to the Audi Forum in New York can explore an interactive LED-focused digital experience.
The all-new Audi S7 combines thrilling performance, stunning design, and intelligent efficiency technologies in a package that further enhances Audi’s exciting new A7 five-door coupe. Audi MMI Navigation plus comes standard on the S7, which includes Audi connect™ enabling Google Maps™ and Google Search™ as well as a Wi-Fi® hot spot for up to eight devices. The Audi S7 is fitted with the new 4.0 liter TFSI® with 420 hp and 406 lb-ft of torque.
Super Bowl XLVI marks the brand’s fifth consecutive time as an advertiser in the big game. San Francisco-based Venables Bell & Partners is creating the spot.
In last year’s “Release the Hounds” spot, Audi became the first Super Bowl advertiser in history to tag an ad with a Twitter hashtag. The adventurous spot, featuring the new Audi A8 flagship sedan, was a parody of individuals attempting to escape from the confines of old luxury as portrayed in a luxury prison. The spot also featured a comical cameo by legendary musician Kenny G.
In 2010, Audi’s Super Bowl ad showcased a soundtrack created by rock legends Cheap Trick and featured the A3 TDI “Green Car of the Year” clean diesel vehicle, showing how easy being green can be. The brand’s 2009 spot featured actor Jason Statham in a series of high-speed chase scenes involving luxury competitors, sending the message that luxury is evolving. In 2008, the brand’s first Super Bowl spot delivered a parody of the movie “The Godfather,” signaling that Audi was ready to take on the perceived luxury leaders.