February 3, 2010
Source: Audi of America
· Spot to focus on Audi A3 TDI, the 2010 Green Car of the Year
· 70s icons Cheap Trick will reinterpret one of their classic songs for the ad
· Spot will air in the 4th quarter of the game
HERNDON, Va. – Audi of America today announced that it will advertise during Super Bowl XLIV,
the brands third consecutive time in the Super Bowl. The spot will highlight the Audi A3 TDI, recently named by
Green Car Journal as the 2010 Green Car of the Year and will have a fun, tongue-in-cheek environmental
theme. Rock legends Cheap Trick will reinterpret one of their classic pieces as the soundtrack to the commercial.
Returning to the Super Bowl after a nearly 20-year hiatus, 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. The 2009
effort featured actor Jason Statham in a series of high-speed chase scenes involving recent luxury models,
sending the dual message that some things are best left in the past and luxury is evolving, with Audi at the
forefront. This year, Audi will demonstrate its leadership position within the luxury segment with a brand spot that
delivers the message that being environmentally conscious might not be easy, but the Audi A3 TDI clean diesel is
now a proven environmental solution.
Audi TDI clean diesel technology has achieved amazing sales success and consumer acceptance in the United
States in a very short period of time. Since their introductions in 2009, the Audi Q7 TDI accounts for 43% of the
sales for that line, while the A3 TDI accounts for 53% of that lines sales. TDI clean diesel technology produces
20% fewer C02 emissions than comparably sized gasoline engines and uses substantially less fuel. In fact, the Q7
TDI has been EPA rated at 25 MPG highway, while using 30% less fuel than a similarly sized gasoline engine.
The A3 TDI achieves 42 MPG on the highway. Green Car Journals award of Green Car of the Year to the A3
TDI is a true validation of the quality and environmentally sound elements of this technology.
The A3 TDI is one of the many new models Audi has introduced in the last few years. Joining the stunning R8
sports car, the A5, the A4, the Audi Q5 crossover and the Audi Q7 TDI, among others, the A3 TDI is another
terrific vehicle that combines incredible fuel economy with the Audi brands commitment to stunning interiors,
tremendous performance and excellence in overall engineering. Audi now has one of the industrys most
complete and compelling model line-ups.
Despite the difficulties the automotive industry has faced, our brand has continued to grow through this past year,
introducing new and exciting models, and getting people talking about Audi, said Scott Keogh, chief marketing
officer, Audi of America. In short, the Super Bowl has worked. The brand has never been stronger, market share
is increasing and we are setting the stage to increase our momentum in 2010 by letting more of America in on the
great secret that is Audi TDI clean diesel technology.
The advertising agency for Audi, San Francisco-based Venables Bell & Partners created the ad.