The German auto brand will feature the sporty R8 roadster in a 60-second spot that will air during the first quarter, Audi said today.
“We are going to keep our cards close to the vest until Super Bowl day actually arrives, because I think we have a dramatic message,” Scott Keogh, CMO of Audi of America, said. “I don’t see any benefit to let this concept out of the bottle at this stage. I think it’s something that is impactful and powerful and we want to get that ‘Wow’ factor during the Super Bowl.”
Keogh hinted that the execution from Venables Bell & Partners, San Francisco, will “grab into the heart and soul of the American struggle and the American entertainment business.”
The ad’s only broadcast TV airing will be during the Super Bowl telecast Feb. 3. However, there will be teaser spots available online prior at AudiWorld.com and third-party sites, filled with subliminal messages and innuendo that Keogh hopes will prompt repeated viewings as consumers attempt to decode the secret meanings.
“We want this to explode on the Web and get people talking,” he said.
Source: Adweek, picture by Audi