Audi, Toyota Join Super Bowl Lineup

NEW YORK Audi will be an advertiser on Fox's broadcast of Super Bowl XLII. Toyota, which advertised during this year's game in February, will also return.

Audi will feature the sporty R8 roadster in a 60-second spot that will air during the first quarter.

"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.
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EL34 - 12/8/2007 11:42:16 PM

+2 Boost

Damn, I hope the New England Cheaters don't make it into the Super Bowl!

Can't wait to see the Audi R8 commercial :)

austin219 - 12/10/2007 11:32:37 AM

+1 Boost

By the way NEW ENGLAND is the only ones that have been caught......... Everyone does it... not making it right but who cares..... They would've been this succesful with or without the cheating thing.........
FOR THE RECORD AUDI HAS ALOT TO PROVE....
THEY"RE DOIN THE RIGHT THING.

S4cabriofoxone - 12/9/2007 12:56:54 AM

-1 Boost

As if I needed more incentive to watch the Super Bowl.

Larry - 12/9/2007 1:50:39 AM

0 Boost

makes no difference, Chevy, Ford and Toyota will also have ads.

S4cabriofoxone - 12/9/2007 1:57:16 PM

-2 Boost

Why do you have to go into every Audi article just to bash them? I'm honestly curious.

If you don't have anything constructive or entertaining to add, leave.

ThierryHenry14 - 12/10/2007 11:42:33 AM

-1 Boost

any you think Audi cares that GM/Toyota has an ad in the Superbowl?

GM/Toyota buyers are not the same target market as Audi.

kart1 - 12/9/2007 10:18:35 AM

+3 Boost

Audi is finally advertising on a scale that a lot of Americans will see. This will get them some attention, now we just have to see how good their multi-million dollar 30 second ad will be.

rg12345 - 12/9/2007 10:36:18 AM

+3 Boost

60 seconds.

kart1 - 12/9/2007 3:10:52 PM

+2 Boost

Okay, 60 second ad will be.

Anthony - 12/9/2007 3:37:53 PM

+1 Boost

Isn't the R8 already sold out everywhere? What good will this do? Advertise the new A4/A5!

S4cabriofoxone - 12/9/2007 5:01:13 PM

0 Boost

Or how about all of them?

But isn't this obvious? The R8 is their halo car. It will have people staring at the screen. My wife stopped at a page in one of her magazines with an R8 ad on it, and asked, "What IS that? It's beautiful!" I had not told her about the car before that point. There have been similar reactions from anyone who isn't a car enthusiast... and those who are.

The commercial will draw people into the showroom. They want to be associated with that hot new sports car.

Rupert - 12/9/2007 5:24:34 PM

+1 Boost

My sister loves the new Audi R8, and she knows little about cars. She thinks Audis are "cool" now, which is good. She also thinks the A3 convertible looks great, which is good because she's one of their target audiences.

EL34 - 12/9/2007 6:32:40 PM

-1 Boost

I'll bet Tyota will be advertising that little widget, the Corolla :)

BMWfan_Alfredo - 12/9/2007 8:15:48 PM

+1 Boost

good job audi! rare to see a foreign car commercial during the superbowl! now i got something OTHER than the funny commercial to be looking out for! :P hopefully it'll catch even more of the american audience's attention

chewy - 12/10/2007 1:21:47 AM

+1 Boost

The right thing to do. Sounds like it should be an interesting ad.

gsh23 - 12/10/2007 3:40:39 PM

+2 Boost

itll be refreshing to not see a cadillac v series commercial every 5 minutes....