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Audi Makes Viewers An Offer They Can't Refuse for Super Bowl

Posted by: David Kiley on January 18, 2008


Audi is going to run a sixty-second ad during the Super Bowl featuring the much ballyhooed R8 super sports car.

Audi’s return to the Super Bowl was preceded by a record year for sales in the United States. The automaker sold 93,506 vehicles in the US in 2007, a 3.8% increase over the previous year. Audi selected “The Godfather” as a thematic foundation for its Super Bowl ad because the film expresses the idea of a new power rising in an established hierarchy.

“With record sales in 2007 and the launch of a host of new products in 2008, the Audi brand is at the single most exciting point in its history,” said Scott Keogh, chief marketing officer, Audi of America. “We chose ‘The Godfather’ to anchor our Super Bowl ad because, at its core, the film is about a struggle between old and new power. In precisely that fashion, Audi represents the rise of a new force in luxury.”

Audi’s advertising agency, Venables Bell & Partners created the ad, which was shot on location at the Fleur de Lys house in Los Angeles. The 60-second spot will air only twice on television. The debut will come in the first quarter of the Super Bowl, while a 30-second version will air the following day.

Actor Alex Rocco, who portrayed the character of Moe Greene in the first “Godfather,” will be starring as a different character in the ad. Audi last advertised during the Super Bowl in 1991.

On the day of the game, Audi guests who have opted-in via email will have the opportunity to view the spot early at That web site will also host additional footage from the filming and production of the ad.

The Super Bowl is being played in Arizona, and Audi will have a temporary version of its Audi Forum dealership set up in Phoenix to attract celebs and lucky ticket-holders. The first five hundred people to visit the stand gets a free massage, a’la Moe Green, and a bullet in the eye.



News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.

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