Audi Super Bowl Ad Says Luxury Has Progressed

Audi has announced a new 60-second TV advertisement billed as a prelude to its upcoming Super Bowl ad. An evolution of Audi’s ongoing campaign to redefine luxury, the companion spot taps into viewers’ notions of old luxury with the help of an unlikely literary inspiration:  Goodnight Moon, the 1947 children’s book by Margaret Wise Brown, one of the best-selling children’s books.

The TV commercial titled “Goodnight” is inspired by the cadence and rhyme scheme of the original Goodnight Moon while taking the viewer on a journey through a traditional-style mansion laden with trite symbols of old, stuffy luxury.

The 60-second spot methodically says goodnight to the age of old luxury, defined by gluttony and excess, and features the all-new 2011 Audi A8 flagship sedan, a technologically advanced vehicle.

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The 2011 A8 will also be featured in Audi’s upcoming Super Bowl TV spot, set to air in the first break after kick off on Super Bowl Sunday, Feb. 6, 2011.

“Research shows that consumer impressions are based in nostalgia and formed at a very young age. In ‘Goodnight’ Audi taps into these memories to break through the nostalgia and re-establish what it means to achieve luxury,” said Scott Keogh, chief marketing officer, Audi of America. 

“Today’s luxury consumer exists in a world where status is no longer solely defined by tradition, but increasingly by their entrepreneurial accomplishments. As a result, they are seeking out new and more evolved luxury symbols that make them stand out from the crowd.”

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“Goodnight” began airing Thursday, Jan 13, across cable networks, followed by a national network debut on Saturday, Jan. 15 and Sunday, Jan. 16, on CBS and FOX during the AFC and NFC divisional games. 

The spot also will air during the Sunday morning network news programs on ABC, CBS, FOX, and NBC.

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Super Bowl XLV will mark the fourth consecutive appearance for Audi, the only auto maker in its class with Super Bowl presence for four years running. 

Known for its aggressive and fun approach, Audi will once again deliver a fearless and intriguing Super Bowl spot that dares the viewer to re-think luxury. The 60-second TV advertisement is being created by San Francisco-based Venables Bell & Partners.

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Audi of America, Inc. and its 276 U.S. dealers offer a full line of German-engineered luxury vehicles. AUDI AG is among the leading luxury automotive brands globally.

Photo courtesy: Audi of America

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Rakesh Raman