After posting relatively sturdy sales despite challenging conditions around the world, Audi feels it’s in position to do a bit of chest-thumping, and that comes through in its 60-second Super Bowl ad.
A teaser released Friday shows a fast-paced blitz through four decades, starring actor Jason Statham of the Transporter series and The Bank Job, and a supercharged Audi A6. It has chase scenes, stunts and at one point, a BMW goes flying through a billboard.
Audi says that it is using the ad as a shot across the bow of its old-guard competitors, and a Mercedes-Benz--which is hit by a Lincoln--and a Cadillac are featured in the commercial in unflattering fashion.
“It has drama, it has action and it tells a really great story,” said Scott Keogh, Audi’s chief marketing officer.
Statham, who personally drives an Audi, said the bit was faster-paced than his long list of action movies--high praise from an actor who starred in a film, Crank, whose underlying plot was adrenaline.
“It’s very different to making a movie,” Statham said. “The reactions have to be so quick. It all has to be compressed and condensed and things happen in a tenth of the time.”
A 30-second spot during the Super Bowl will cost about $3 million. The only car companies expected to advertise are Audi and Hyundai, Crain’s Detroit Business reports. None of the cash-strapped Detroit 3 is running spots this year.
Johan de Nysschen, president of Audi of America, said the company is aiming to gain market share this year, and it appears the ad is reflective of that mind-set.
“We do feel we go into it with a strong position,” he said during a visit to AutoWeek earlier this month. “I think the momentum is going to be carried over into the new year.”
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