Audi of America today released the full 60-second version of its Big Game spot on the brand’s YouTube channel.
Featuring the all-new Audi A3, the spot, called “Doberhuahua,” is a comical take on how when people compromise, things go terribly wrong. The spot will air on February 2 during the first in-game break after the 3rd quarter kickoff, in the final position of the advertising break. San Francisco-based Venables Bell & Partners created the spot.
“Unlike other entry-level luxury sedans, the Audi A3 family breaks the boundaries and raises the bar as to what is expected out of entry-level luxury vehicles. The Audi A3 doesn’t compromise on luxury, design or performance,” said Loren Angelo, Director of Marketing for Audi of America. “Through the use of this unlikely new character – the Doberhuahua – Audi illustrates how compromise can be frightening in a humorous, memorable way.”
Directed by the acclaimed Noam Murro, “Doberhuahua” follows a young couple in their hunt for the perfect dog. When they can’t decide on which breed to choose – a cute and cuddly Chihuahua or a big and bold Doberman Pinscher – the pet store owner suggests they comprise and blend the two breeds. The result: A Doberhuahua that quickly takes over the city, wreaking havoc and leaving chaos in its wake. “Compromise scares us too,” says Audi at the end. The spot also features the hashtag #StayUncompromised.
“Doberhuahua” also features a comical cameo by musician Sarah McLachlan. The singer-songwriter is featured in a humorous take on her famous animal rights PSA, this time, singing for the troubled Doberhuahua. Ms. McLachlan also starred in a teaser for the brand’s game day spot last week.
The all-new Audi A3 lineup begins with the A3 sedan, which goes on sale in the spring of 2014. The A3 sedan plays a pivotal role in the soon to be expanding Audi A3 family and will be priced from a base MSRP of $29,900. It will be joined later in the fall of 2014 by the Audi A3 Cabriolet, A3 TDI clean diesel sedan, the high-performance S3 sedan and in early 2015, the A3 Sportback e-tron® gasoline electric plug-in hybrid (PHEV). The Audi A3 family breaks the boundaries and raises the bar as to what is expected out of entry-level luxury vehicles. The A3 marks the first time that an A-segment vehicle will offer MMI® technology, Audi drive select, 4G LTE connectivity and Bang & Olufsen® audio.
Audi year-after-year has delivered highly-rated and innovative big game campaigns. Last year, Audi posted its game day spot, “Prom,” to its You Tube page along with three alternate endings prior to the game and allowed viewers to choose how they wanted the ad to end. In 2012, Audi’s entertaining spot “Vampire Party” showcased the power of progressive engineering with the brand's signature LED headlight technology. In 2011, Audi’s "Release the Hounds," featuring the Audi A8 and a cameo by Kenny G, redefined luxury and became the first game day spot in history to use a Twitter hashtag. To view past Audi big game spots, please visit YouTube.com/AudiofAmerica.