Audi's :60 TV spot set to air in the first break after kick-off of Super Bowl XLVI is now live on the brand's YouTube channel. The cinematic spot – which features a vampire theme and the new 2013 Audi S7 with the brand's signature LED headlight technology – has been pieced together by Facebook users who cracked the commercial with Audi's social media contest called 'Race the Light.' Through 'Race the Light," Audi released its upcoming ad as a 60-piece puzzle for fans to solve and share.
Audi's signature LED headlights take center stage in the spot. The all new 2013 Audi S7 arrives at a vampire party in the woods and brings with it an unexpected surprise.
"In the spot, Audi LEDs – which at 5,500 Kelvin produce the closest recreation of daylight available – put an end to the vampire party, and perhaps, to the greater vampire trend in pop culture," said Scott Keogh, Chief Marketing Officer, Audi of America.
The vampire trend exploded onto the pop culture scene over a decade ago, with over a dozen television shows and over 24 movies launched in recent years, as well as countless books, video games and even vampire-themed cruises.
"Given the power of the Super Bowl platform, we wanted to create an entertaining spot that clearly focused on our LED headlights -- one of our key product attributes – while also sparking conversation about whether or not it's time for us to move on from the omnipresent vampire trend into something new and even more exciting," Keogh added.
The advertisement features the song "The Killing Moon" by Echo & The Bunnymen and was created by San Francisco-based Venables Bell & Partners.
Audi also released a cinematic trailer on YouTube that looks back at Audi's Super Bowl spots from the past four years and features footage from this year's commercial.
Last year, Audi's adventurous "Release the Hounds" spot featured the new Audi A8 flagship sedan, a cameo by legendary musician Kenny G, and was a parody of individuals attempting to escape from the confines of old luxury as portrayed in a luxury prison. In 2010, Audi's Super Bowl ad showcased a soundtrack created by rock legends Cheap Trick and featured the A3 TDI "Green Car of the Year" clean diesel vehicle, showing how easy being green can be. The brand's 2009 spot featured actor Jason Statham in a series of high-speed chase scenes involving luxury competitors, sending the message that luxury is evolving. In 2008, the brand's first Super Bowl spot delivered a parody of the movie "The Godfather," signaling that Audi was ready to take on the perceived luxury leaders.