menu

Jeremiah Rosen: Why Audi’s Prom-otional Ad Hit The Right Chord [Super Bowl 2013]

Jeremiah Rosen: Why Audi’s Prom-otional Ad Hit The Right Chord [Super Bowl 2013]
Advertising

President of agency, Campfire, is charmed by the car company's perfect branded coming-of-age story that humanizes the brand.

Jeremiah Rosen, Campfire
  • 10 february 2013

Audi sells about 100,000 cars a year in the US.  They don’t move products in volumes like Coca-Cola, Samsung, Budweiser or even Go Daddy. So if they’re going to invest untold millions of dollars in the making and airing of a Super Bowl spot, it needs to do more than just improve Q2 sales figures.  It needs to enhance the way the Super Bowl audience feels about their brand.  They need to create emotional resonance not just with the consumers who might consider buying an Audi but also some measure of admiration and esteem for the people who drive them.  That’s badge value in its purest sense.

audi

I think Audi succeeded at the Super Bowl with their charming coming-of-age story. A boy–old enough to drive to his prom, apparently, but not confident enough to secure a date—is thrown the keys to his Dad’s Audi S6.  ‘Have fun tonight,’ his Dad says.  This is Audi’s performance sedan and our tuxedoed teenager makes the most of the opportunity. From the moment the engine roars to life, as he pulls up next to a limousine of fellow prom-goers, through to the moment he slides into the principal’s reserved spot at his high school, he emerges from the S6 a changed man at prom.

Brimming with newfound poise, he marches into the dance hall and steals a kiss from the Prom Queen, who gives almost as good as she gets.

His reward for the risk?  A black eye from the Prom King and a primal scream as he races away with newfound confidence and vigor. Great energy, great story.

audi super bowl ad

For me, and for my co-viewing audience, Audi scored with this spot.  There was an immediate connection with the boy, to his triumph. Audi isn’t selling cars on Super Bowl Sunday. They’re selling dreams. And this was a dream that many of Audi’s audience may have had themselves, only this time powered by the product.  As Audi now puts it, ‘bravery wins.’

Audi

Check out more Super Bowl 2013 coverage on the site today, and join us for a Google Hangout at 2pm EST on PSFK.com.

Advertising
Trending

Lancôme's Newest Campaign Stars A Domestic Abuse Survivor

Advertising
Arts & Culture Yesterday

Small Urban Pavilions Create A Nature Refuge In East London

These relaxing micro shelters provide a haven amidst chaotic city environments

Travel Yesterday

Travel Laundry Pouch Washes Your Clothes Wherever You Are

The Scrubba Wash Bag helps anyone wash their clothes easily and quickly with just a little water and soap

Trending

Get PSFK's Related Report: Future of Automotive

See All
Social Media Yesterday

Swipe Up To Register To Vote On Snapchat

The social platform has partnered with TurboVote to help young people easily enroll in less than one minute

Children Yesterday

Battle Card Game Promotes Childhood Vaccinations

An Australian doctor has developed a playful way to inform parents about immunization and entertain kids

Related Expert

Jay Sidhu

Mobile Banking

Fitness / Sport Yesterday

Oakley And Intel’s Sunglasses Give You A Built-In Personal Trainer Wherever You Go

The sunglasses/earbuds hybrid tracks your performance and lets you know how well your workouts are going

Experiential Marketing Yesterday

UNICEF’s ‘Time Machine’ Tells Stories With Data

An experiential installation at the UN General Assembly reminds us why every child matters

Design & Architecture Yesterday

Watch The World’s Tallest Building Become An LED Display

Burj Khalifa gives a backstage look at how the transformation came to be

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 26, 2016

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

PSFK Labs Yesterday

Modern Workplace Culture: No More Fat Cats Or Kissing Ass

Samar Birwadker, CEO & Co-Founder of Good & Co, on designing shared organizational values to optimize employee happiness and success

Travel Yesterday

Boeing Wants To Make Your Flight Better With Cloud And Star Projections

The manufacturer is trying to patent a projection system that would allow them to project images onto a plane's interior surfaces

Latin America Yesterday

Colombians Teach Dance To Fund Students’ Education

Chocó to Dance is a platform that shows you how to replicate popular Latin dances to help create scholarships for local students

Work Yesterday

Editorial Roundtable: What A People-First Workplace Must Prioritize First

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX on why employee fulfillment is a journey and not a destination

Culture Yesterday

Brand Engagement At The Gates Of The World’s Largest Open-Air Gallery

Tiger Beer and a neighborhood-minded nonprofit celebrate and promote New York's creative spirit by beautifying 100 security gates

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Technology Yesterday

How Technology Can Save The World By Saving Time

PSFK attends the Social Good Summit 2016 to see how new tech is changing the world for the better

Travel Yesterday

Marriott’s Gravity Room Installation Gives Travelers A New Perspective

The luxury hotel chain's #MGravityRoom invites visitors to snap and share pictures of its inverted set up

No search results found.