Audi Sets Stage for Its Super Bowl Spot

Read More at: NYT Media Decider

Audi of America is planning to set the stage for its spot with a commercial that is to begin appearing on Thursday night.

The commercial, from Venables Bell & Partners in San Francisco, is intended as a prelude to the Audi Super Bowl spot, which is to run in the first commercial break in the first quarter of the game.

Both commercials are for the 2011 Audi A8 sedan and promote it with the theme “Luxury has progressed.” The concept is based on an idea that has been at the center of recent ads for Audi: Buyers of luxury cars no longer need to follow tradition and can consider Audi along with marques like BMW, Cadillac and Mercedes-Benz.

The stage-setting spot is based on the children’s book “Goodnight Moon,” and uses the familiar rhythms of the words by Margaret Wise Brown to describe how the concept of luxury has changed profoundly.

The commercial takes viewers inside a mansion stuffed with excesses of all kinds: a table overloaded with food, a jewelry box overflowing with cufflinks, an over-groomed poodle.
“Good night, gluttony,” says an announcer, who also bids good night to “expected,” “Fluffy” (the dog), “stuffy,” “old luxury” and “bygones.”

The announcer shifts tone when an Audi A8 appears. “Good morning, innovation,” she says. “Good morning, unequaled inspiration.”

The spot ends with the “Luxury has progressed” theme and the Audi brand theme, “Truth in engineering.”

Scott Keogh, chief marketing officer at Audi of America said the commercial is strategically the same as the Super Bowl spot, but the content differs. He declined to discuss what the Super Bowl spot will be like, other than to hint that it will feature a “satirical and humorous escape.”