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From YourSITE.com Audi News For most, this season’s Super Bowl XLII was all about the New York Giants and the New England Patriots. While many focused on the plights of Tom Brady or Eli Manning, Audi owners and soon-to-be converts would have had to try hard to miss the brand’s presence at the big game in Phoenix this year.
The German carmaker kicked off the week’s festivities by opening the doors of the Audi Forum Phoenix. A temporary addition to Audi’s ten other forums worldwide, the Phoenix location featured unique elements like a Par-3 golf course, private cabanas and a pool complete with an R8 in the center. In the past several days, celebrities like Kate Hudson, Molly Sims and Adrian Grenier joined a select group of other VIPs as a place to kick back and enjoy themselves during the rigorous week of partying and networking. The forum itself was erected by Audi as support for their own main event – a controversial new ad that used a famous scene from the movie The Godfather to put the luxury car world “on notice” and aired early in the game. Surprisingly, the Audi commercial wasn’t the only ad during the Super Bowl to feature four-ringed product placement.
Less memorable, but worth a mention was a pre-kick off spot by Chase. Promoting the bank’s fraud protection services, a man plays a secret agent in his own mind, battling identity thieves and even mounting a car chase in his C5-generation Audi A6.
Then, with 10:47 left in the first quarter, the game went to its first commercial break. Audi was the second of two spots, following Budweiser’s fire-breathing short with its aired-and-retired “On Notice” spot starring the R8. More ads for new products like Under Armor sneakers and Diet Pepsi Max followed, while GoDaddy.com suggested you’d see racecar driver Danica Patrick “Exposed” via their website as a ploy to draw some web traffic.
Then, with 11:55 minutes left in the second quarter, an ad for the Iron Man movie aired. In the spot, there are a few quick shots of the main character Tony Stark testing his Iron Man armor in his garage that’s also stocked with an Audi R8, a Ford Cobra 427, a Saleen S7 and a Tesla Roadster. If you followed up the commercial with a visit to the movie website, you may also have found HD versions of the spot along with some new screencaptures from the movie – one featuring an R8 parked by a Rolls-Royce Phantom and one that spoils the fate of the Cobra.
And, on the subject of website follow up, Audi’s own www.TruthInEngineering.com shouldn’t be missed. The site featured an additional variation on the Audi commercial’s theme, and a few more Truths in the forms of video and interactive content. The site’s intro began with a video eulogy: Today, we say goodbye to old luxury. It was laid to rest by a force more influential than any brand badge… a force more powerful than performance… more comforting than safety… more impressive than innovation. What put an end to old luxury? It was pure… simple… Truth. What were these truths? Here’s a quick summary:
Truth in The Godfather Here’s one place you can catch Audi’s commercial aired during the game as we’re told by Audi’s marketing staff that it likely won’t air again on TV. Though an intro to the site showed a different take on it, this section shows it as it ran.
Truth in 366 Days 2008 is “The Year of Audi” according the site - one that promises to be action-packed for enthusiasts and soon-to-be converts. An intriguing video mentioned the following… The year is 2008… the year of Audi, and the start of a new era. Appropriately, it’s a leap year. Coming up: 366 days that will sweep away the tired myths of old luxury and prestige. In its place: the Truth. Audi and the R8 are redefining luxury. At Audi, we have an exciting year planned. Whether you are an Audi owner or simply ready for a new definition of luxury, we invite you to join us on the journey. Registering for the year of Audi grants you exclusive access to a variety of once-in-a-lifetime experiences, such as a trip-for-two to the 24 Hours of Le Mans in France, or a thrilling Audi Sports Car Experience in Sonoma, California. These privileges are offered only to Year of Audi members. You will also be the first to receive Audi updates and invitations to Audi events across the country and the world. The Year of Audi starts here. Don’t miss it. To join us, register now.
Truth in the Journalist David E. Davis is one of motor journalisms best-known, having worked at Car & Driver during its golden years and helped launch Automobile Magazine. The site’s got a video interview with the man, waxing as he can about Audi and the R8.
Truth in Experience A quick video here promotes the new Audi Driving Experience in Sonoma, California. That Audi chose such a strong presence for the Audi Driving Experience in this marketing blitz speaks volumes. The new program is a tenet for Audi of America.
Truth in What’s Next The next product to market for Audi is the A5 coupe. A short video promotes the new model and Audi’s return to the coupe segment.
Truth in SUVs Promoting the Q7 is a clever commercial for Audi’s SUV. Kids left behind in the rain are saved by Audi’s 7-passenger offering.
Truth in Critics The one non-video - this is a virtual bulletin board adorned with quotes and accolades from the world of journalism. Among them: Playboy Car of the Year (R8), Automobile Magazine Car of the Year (R8), IIHS Top Safety Pick (A6 and A3), Robb Report Car of the Year (R8), Ward’s 10 Best Engines (2.0T), NHTSA 5-Star Front and Side Imact Safety Winner (Q7) and quotes from publications like USA Today, Fourtitude and Best Life and David E. Davis.
Truth in Going Slow If you pay close attention to Audi’s websites or watch the ads during the American Le Mans Series on SPEED, then you’ve likely caught a version of this video before. Depicting the lengthy hand-building process of an R8, Audi coins the car as the “slowest” they’ve ever built.
Truth in the Blacklist The last of the truths is the coolest. quattro's dominance in the world of motorsport has seen it ejected from the rulebooks time-after-time. Audi of America now cleverly refers to the rejections as the “Blacklist”. Using that as a focal point, Audi uses a video comprised mainly of old motorsport footage to make some interesting claims. • Winner of 99 races in five years. • Winner of 58 races in a single season. • Winner in 21 countries across five continents. • Holder of three world records at Pikes Peak. • Emptied 77 gallons of champagne in celebration. Whether it was on the ground in Phoenix, on televisions around America or via the web around the world, Audi made a huge investment to spread the word that the brand is back and in force. Audi of America marketing boss Scott Keogh and his team are betting the 360-degree plan for exposure will pay off, and it certainly appears that it should. Follow the links below to watch the Audi ad and others and then judge for yourself.
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