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Tags: Audi, R8, Old Luxury

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Audi Rolls The Dice On The Super Bowl- Did It Work?
Aside from the surprise of seeing the Giants win yesterday's Super Bowl (001 will go no further with this seeing 004 and 008 live in Boston and I want AutoSpies.com not to not have any unexplained glitches today, if you know what I mean), it was interesting to see Audi roll the dice with a Super Bowl commercial that featured the R8, themed 'Old Luxury Just Got Put on notice'.

If you didn't see it, it was a spoof of the scene in the Godfather where the director wakes up to find himself covered with blood and his prize horse decapitated and in his bed.

In the Audi spot, the director finds oil all over him and a front end car clip that looked like an old rolls with a Mercedes star on its hood.

And at the end an R8 drives off in a blaze and ends with the tag line, 'Old Luxury Just Got Put on notice'.

You can see it here if you missed it:

http://www.truthinengineering.com/exclusive-preview

I thought it was clever and well done but the big question is did you believe old luxury has been put on notice and was this move by Audi worth the huge cost to run the ad?

Or could the ad dollars have been spent better?

And in case you're wondering how the ads scored, here's USA Today's full list of winners and losers

How TV's most expensive commercials scored with viewers:
AdvertiserDescription
Length (sec.)
Quarter
Ad Meter score
10 most popular
 
 
 
BudweiserDalmatian trains Clydesdale to make beer wagon team.
60
2nd
8.73
FedExFedEx beats giant carrier pigeons.
45
1st
8.26
BridgestoneCritters scream with squirrel missed by car.
30
1st
8.11
DoritosGiant rat goes for guy's bag of chips.
30
2nd
7.94
Bud LightFire-breather heats up romantic dinner.
30
1st
7.84
Bud LightMen sneak beer into wine-and-cheese party.
30
1st
7.73
Coca-ColaCartoon-character parade balloons go after Coke Classic.
60
3rd
7.65
Diet Pepsi MaxStar-studded cast stops dozing.
60
1st
7.60
PlantersScent of nuts makes homely woman alluring.
30
2nd
7.41
(tie) Tide to GoShirt stain is louder than a job candidate.
30
1st
7.39
SoBe Life WaterLizards dance with model Naomi Campbell.
60
2nd
7.39
The rest
 
 
 
Bud LightCarlos Mencia teaches the language of love.
30
2nd
7.38
Glacau VitaminwaterShaquille O'Neal tries being a jockey.
60
3rd
7.36
E-TradeBaby uses E-Trade savings to hire a clown.
30
4th
7.23
E-TradeBaby talks buying stock through E-Trade.
30
3rd
7.16
BridgestoneAlice Cooper, Richard Simmons block road.
30
3rd
7.11
DisneyPixar's film Wall-E.
30
3rd
6.85
NFLStory of Chester Pitts' rise to NFL.
60
3rd
6.83
ToyotaCannons don't wake badgers inside a Corolla.
30
2nd
6.81
Bud LightCaveman invents the wheel, beer opener.
30
3rd
6.77
Pepsi-ColaJustin Timberlake is sucked into hazards by a woman sipping Pepsi.
60
2nd
6.71
UniversalLeatherheads promo with George Clooney.
30
2nd
6.68
Victoria's SecretModel Adriana Lima is in the mood for Valentine's Day love.
30
4th
6.56
Cars.comCar buyer's Plan B is a head-shrinker.
30
3rd
6.54
AmpEnergy drink gives tow-truck driver juice.
30
4th
6.53
GatoradeGatorade is a dog's best friend.
30
4th
6.49
Bud LightFlying man sucked into airplane engine.
30
3rd
6.42
T-MobileCharles Barkley bugs "fave" Dwyane Wade.
60
2nd
6.38
Coca-ColaEx-GOP senator Bill Frist, Democrat James Carville bond over Coke.
60
4th
6.27
Garmin GPSNapoleon uses a navigation system.
30
2nd
6.24
ToyotaSequoia hauls dads, kids and Big Wheels.
30
4th
6.03
Taco BellMariachis help workers enjoy Fiesta Platters.
30
4th
5.94
UniversalPromo for Wanted with Angelina Jolie.
30
2nd
5.91
DellDell's Red products for AIDS charity.
30
1st
5.88
DisneyPromo for Narnia.
30
2nd
5.81
Sony PicturesPromo for You Don't Mess With the Zohan with Adam Sandler.
30
4th
5.78
Fox PicturesPromo for film Jumper.
30
3rd
5.73
Bud LightWill Ferrell as Semi-Pro's Jackie Moon.
30
4th
5.65
CareerBuilderHeart leads the way (literally) to a better job.
30
2nd
5.64
SunsilkIcons Madonna, Shakira, Marilyn Monroe.
30
4th
5.63
Cars.comCar buyer's Plan B is a fight in a fire circle.
30
1st
5.61
AudiRemake of horse-head scene from The Godfather with motor oil instead of blood.
60
1st
5.49
HyundaiAd Meter may like Genesis ad, but Mercedes, BMW and Lexus won't.
30
4th
5.44
Ice BreakersCarmen Electra wowed by fan with Ice Breakers Ice Cubes.
30
3rd
5.33
SalesgenieSales leads help pandas' furniture business.
30
3rd
5.22
Gatorade G2Derek Jeter sees a ball field everywhere.
30
2nd
5.18
CareerBuilderWishing on a star won't land a better job.
30
3rd
5.15
GoDaddy.comAd promotes viewing of an ad rejected as too racy on its website.
30
1st
5.13
HyundaiTwist in Genesis ad is value price, not joke.
30
3rd
5.07
SalesgenieSalesman wins award thanks to the genie.
30
1st
5.01
5 least popular
GMC YukonBig SUV's new fuel-efficient hybrid model.
60
2nd
4.99
ParamountPromo for Iron Man with Robert Downey Jr.
30
2nd
4.97
Under ArmourBig "E," other athletes launch sports apparel brand's first shoe.
60
1st
4.93
White House ONDCPMessage about anti-prescription-drug abuse.
30
2nd
4.68
DoritosMusic video for online song contest winner.
60
1st
4.50
Audi Rolls The Dice On The Super Bowl- Did It Work?



Comments:

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amazinBimmeramazinBimmer - 2/4/2008 2:57:16 PM
Show Comment -16 BoostDrop the Boost Up the Boost
EnvyofyouRS5EnvyofyouRS5 - 2/4/2008 4:03:01 PM
+8 BoostDrop the Boost Up the Boost
polls like this never carry out consistancy...

Here's one example of Ad's placing higher in one publishing while placing lower in another popular online website.

http://www.msnbc.msn.com/id/22844081/?GT1=10856


IamEvilHomerIamEvilHomer - 2/4/2008 5:42:13 PM
+4 BoostDrop the Boost Up the Boost
Who cares?! The "roll the dice" coment makes it sound like it was a last stand from Audi.

I am supprised on how many people came in or called today to come see the R8. It looks like we will sell an S8 because of the traffic.


IamEvilHomerIamEvilHomer - 2/4/2008 5:45:19 PM
+1 BoostDrop the Boost Up the Boost
amazingidiot-

again in the Audi post. When did the R8 become FWD? idiot


GermanNutGermanNut - 2/4/2008 2:58:13 PM
+5 BoostDrop the Boost Up the Boost
You bet it worked. Sure it may not be highest rated by the Ad Meter or USA Today but it grabbed millions of people in the United States, which is one of Audi's weakest markets, where they must improve if they are to catch BMW and Mercedes and got these people to realize that....hey Audi has one crazy-looking car that sounds amazing.

I was watching the Superbowl and people's reactions were great. Oohs and Ahhhs and wow everywhere.

People definitely noticed the Audi R8 and they will soon start to take greater notice of Audi because of it.

reply to this comment
GermanNutGermanNut - 2/4/2008 2:59:47 PM
+5 BoostDrop the Boost Up the Boost
The car lit up its LEDs, roared its exhaust, and catapulted itself right out of that unbelievable mansion.

Anymore subjective comments out of you amazinIdiot?.....I thought so.

Notice how you and Larry are facing an army of Audi supporters, that should tell you something about your delusional viewpoint.

reply to this comment
jeffy210jeffy210 - 2/4/2008 4:54:51 PM
+1 BoostDrop the Boost Up the Boost
Maybe she finally got her wish :-p

reply to this comment
pushrod27pushrod27 - 2/4/2008 5:17:40 PM
+2 BoostDrop the Boost Up the Boost
What's wrong with you? Wherever that idiot has gone, i'm just glad she's not here anymore with her extra-long cut and paste article posts and her moronic Lexus fanaticism.

reply to this comment
ShredmoShredmo - 2/4/2008 3:15:21 PM
+3 BoostDrop the Boost Up the Boost
I enjoyed the Audi commercial. The commercial could have been edited to only showcase the R8 and it's exhaust tone, IMO. I believe someone mentioned that in another thread about the Audi commercial on this site.

The Budweiser commercial w/dalmations actually made my wife ask if the writer's strike covered commercials too.

reply to this comment
dumpstydumpsty - 2/4/2008 3:24:59 PM
+3 BoostDrop the Boost Up the Boost
I thought it was hillarious! Of course, my wife didn't get it. She figured it was from the "Godfather" movies but didn't connect the old Rolls/M-B facia with the new Audi zooming away. The hole concept was over-her-head, and if you didn't know that Audi is updating everything they offer, you'd be confused.

reply to this comment
bigmotovbigmotov - 2/4/2008 3:28:33 PM
-1 BoostDrop the Boost Up the Boost
The problem......the group we were with asked more about the movie remake than the R8 itself. "Cool lights" was the only comment.

reply to this comment
sholemonsholemon - 2/4/2008 3:52:34 PMView My AgentSpace
+1 BoostDrop the Boost Up the Boost
I certainly liked the add...creative...ok...but the best was when those LEDs lit up and the car just roared off the property.

On that note I will say that I think the hyundai commercials had a bigger impression on people. After the game I received like 3 texts from people asking about the '375hp hyundai?' and if its any good (being my friends 'car guy')...obviously thats what the adds are supposed to do.

reply to this comment
CarbonBlueCarbonBlue - 2/4/2008 3:58:48 PM
+2 BoostDrop the Boost Up the Boost
I loved it but there were people at my party that had to have it explained, some guys even. For Godfather fans and car people it said something but as for the rest of the folks it was a miss.

reply to this comment
nybimmernybimmer - 2/4/2008 4:11:42 PM
-2 BoostDrop the Boost Up the Boost
It was an ineffective ad and a waste of money. It was too long, the ‘reveal’ came too late in the ad, and by my non-scientific observation most people didn’t connect the dots between the RR grille in the rich old geezer’s bed and the horse head from the godfather movies. It didn’t hold people’s attention either.

Audi NA appears to have some marketing problems. They should hire a head hunter and poach the entire marketing department of another brand (say, BMW...) who has the marketing down.

It especially disappointing because one of the best car ad's ever was the Audi 'ski jump' quattro ad from 1986 and 2000. They should have just used that and saved the royalties spent on the godfather clips. A better idea would have been to run a mainstream Audi and great winter vehicle, like the All-Road or an A8, up the ski jump and then for laughs, have an R-8 (with studded snows of course) do it too.

Now that would have been cool.

The ponderous ad they put forth was a complete waste of money.


reply to this comment
S4cabriofoxoneS4cabriofoxone - 2/4/2008 6:57:02 PMView My AgentSpace
+4 BoostDrop the Boost Up the Boost
No, because then Audi would still only be seen as "that AWD company." They want to break out of the box and become a true performance/luxury brand. Nobody cares about whether or not a supercar can go through the snow--they just want to see what it can do on the road.


1evlaudi1evlaudi - 2/4/2008 11:12:44 PMView My AgentSpace
+1 BoostDrop the Boost Up the Boost
NYBIMMER:

What is your experience in marketing to judge this commercial as a waste of money?
Have you read the comments of several people here saying that they work at a dealership and received more traffic and phone calls?
I work in a dealership, we received at least 20 calls on the R8 and other models, and we were pack all day long, which rarely happens on Mondays...
Also, I have been going to the same Gym for about a year now, and a few people know what I do for a leaving, tonite one of them call me up and said the name Audi and I was instantly surrounded by half a dozen gym members, bombarding me with questions, 3 intend to come to see me and "discover" the Audi brand.
So sorry but this ad worked perfectly.

Not to mention that Yahoo and MSN show the Audi ad ranking number one.

So go enjoy your BMW, we all know BMW stands for Brings More Whinning


theoptimisticpessimisttheoptimisticpessimist - 2/4/2008 4:14:01 PM
-3 BoostDrop the Boost Up the Boost
The reaction from the Super Bowel Part I was at was, "What the hell was that?". Nobody was impressed. The did mention seeing the R8 at our local auto show and commented on how nice the car was, but thats it.

I personally thought it was lame, sure the Godfather is an iconic movie, but its 30 years old and every parody is sooooo cliched including this one. If they want to be thought of as an innovative company why copy countless others. If their are warning old luxury, why show a sports cars?

My opinion a complete waste of time & money for Audi.

reply to this comment
no1listensanywayno1listensanyway - 2/4/2008 4:14:01 PMView My AgentSpace
0 BoostDrop the Boost Up the Boost
Firstly, Go GMEN!!! Ill be at the parade tomorrow, celebrating this glorious victory over our inferior foe's from the north. Too baaaaaaad guys, maybe next yaaaaah..

Oh and the commericial was terrible, im suprised any advertising agency let it pass. The only thing consumers will retain about the as is, the tribute to the godfather not the fact that it was an Audi commercial. Good commercial, poor execution.


reply to this comment
bmwfan1513bmwfan1513 - 2/4/2008 5:09:25 PM
+4 BoostDrop the Boost Up the Boost
It was a cool commercial.

reply to this comment
pushrod27pushrod27 - 2/4/2008 5:20:17 PM
+4 BoostDrop the Boost Up the Boost
I think the Audi commercial was successful. I had a friend (who doesn't know much about cars) text me and say 'That R8 is hot! how much does it cost?'

If you're not a fan of the Godfather and you didn't get the reference, then you should be shot anyway. What good are you?

reply to this comment
Htay7500Htay7500 - 2/4/2008 5:27:15 PM
+6 BoostDrop the Boost Up the Boost
Giants won!! yahh trick yahh!!!

reply to this comment
Htay7500Htay7500 - 2/4/2008 5:27:15 PM
+5 BoostDrop the Boost Up the Boost
Giants won!! yahh trick yahh!!!

reply to this comment
LarryLarry - 2/4/2008 5:36:49 PM
+1 BoostDrop the Boost Up the Boost
it was good, but audi should have shown the audi R8 racing against an M6 and SL AMG to make an impression old luxury is dead, but anything could only help.

reply to this comment
S4cabriofoxoneS4cabriofoxone - 2/4/2008 6:58:46 PMView My AgentSpace
+1 BoostDrop the Boost Up the Boost
That's true. It would've been cool to see it outrun an M-B or R-R... to truly show that "old luxury" is dead. BMW? I don't think of them as old luxury; they're on the same page as Audi.


Threepoint1415926Threepoint1415926 - 2/5/2008 1:13:12 AM
+1 BoostDrop the Boost Up the Boost
I think the problem with that is the SL is still a d@#n sexy car, it might draw the eye away from the Audi for some viewers. Best just to show one brand and be sure everyone is watching.


ecobeaterecobeater - 2/4/2008 6:19:37 PM
-1 BoostDrop the Boost Up the Boost
I thought it was upsetting so what I thought was a vintage Mercedes destroyed. However, a friend of mine did say "that is that car," so I guess the ad worked. The genesis add was more compelling though.
http://www.ecobeteater.com

reply to this comment
autoproautopro - 2/4/2008 6:28:39 PMView My AgentSpace
+3 BoostDrop the Boost Up the Boost
That car shook me to my soul.The R-8 is wan of the hottest cars on the planet!

reply to this comment
autoproautopro - 2/4/2008 6:29:34 PMView My AgentSpace
+2 BoostDrop the Boost Up the Boost
"one" sorry i'm still shook up!

reply to this comment
S4cabriofoxoneS4cabriofoxone - 2/4/2008 6:59:59 PMView My AgentSpace
+1 BoostDrop the Boost Up the Boost
I don't care about whether or not the commercial worked because I love the R8 regardless, but most of the people where I was were interested and asked me what it was when the ad was over.

I do think it should've focused more on the R8, though.

reply to this comment
no1listensanywayno1listensanyway - 2/4/2008 7:16:42 PMView My AgentSpace
+1 BoostDrop the Boost Up the Boost
Thats because they know your an Audi nut. Im sure you dropped some knowledge on them.

In general I saw a lot more ppl, talking about the Genisis.


DenaliDenali - 2/4/2008 7:29:04 PM
0 BoostDrop the Boost Up the Boost
i think it work, "those headlights" i know a few people talking about it, and the Genesis,

reply to this comment
chewychewy - 2/4/2008 7:33:54 PMView My AgentSpace
+1 BoostDrop the Boost Up the Boost
best auto ad of the superbowl

reply to this comment
mikeydred20mikeydred20 - 2/4/2008 8:23:53 PM
0 BoostDrop the Boost Up the Boost
I must admit the front end of the R8 look very sexy on tv and although it may be an expensive car to try to advertise where the average person won't be able to afford it was a good move. Give credit where it is due

reply to this comment
pushrod27pushrod27 - 2/4/2008 8:24:02 PM
+1 BoostDrop the Boost Up the Boost
Where i was, the Genesis ad sucked some people in at first when they were just showing the car (generic sedan) but everyone lost interest when they showed the Hyundai logo at the end.

reply to this comment
VISOVISO - 2/4/2008 9:26:47 PM
+2 BoostDrop the Boost Up the Boost
nice ad ...

I like it "old luxury shits itself because of the fear of a new generation coming" not a too bad idea ...



reply to this comment
aeyjayaeyjay - 2/4/2008 9:54:23 PM
+4 BoostDrop the Boost Up the Boost
As that beautiful Audi raced towards the camera, I got goosebumps!!! ( I bet some of you got them too! )

I believe that this was an effective ad for Audi and possibly even other vehicle marques that are shifting their image. It stirs the emotions for people that know of The Godfather movie, car fans and even more for people that relate to both.

I read this from 'theoptimistpessimist':

"If their are warning old luxury, why show a sports cars?"

Here's my answer:
That's simply the point... Hood ornaments, excessive chrome, soft suspensions along with a long list of other items are OLD LUXURY

Sportiness, technology, unpretentiousness, beautiful clean design and another long list of things are NEW LUXURY

reply to this comment
TimETimE - 2/4/2008 11:44:25 PM
0 BoostDrop the Boost Up the Boost
Today all premium brands are the "new luxury": MB, BMW, Jaguar (XF), Infiniti, Lexus, Acura, Cadillac ... All offering non-excessive designs, sporty cars, featuring advanced hi-tech, etc. Old luxury as defined by you (and Audi as well) is non-existent today. Audi are fighting an imaginary rival here.

My concern as well: what does an exotic (excessive?) super-car to do with luxury? Not much.

And if Audi want to point out super-cars are the new luxury, then they shot themselves in the feet since they're featuring only one super-car in their product portfolio. The other Audi cars are by this latest definition still ... "the old luxury". How ironic.


1evlaudi1evlaudi - 2/4/2008 11:49:07 PMView My AgentSpace
-1 BoostDrop the Boost Up the Boost
how accurate of an assesment


aeyjayaeyjay - 2/5/2008 12:30:03 AM
-2 BoostDrop the Boost Up the Boost
You're right TimE and now I'm definitely expecting some deboosting on my comment.

LOL


chewychewy - 2/5/2008 1:46:39 AMView My AgentSpace
0 BoostDrop the Boost Up the Boost
old luxury= badge brands in the US, they have the badge, but may or may not have a quality luxury vehicle

new luxury=Audi=engineering and technology creates a truly luxurios and sporty vehicle

that's the message, look at the behind the scenes video on the website


theoptimisticpessimisttheoptimisticpessimist - 2/5/2008 12:40:30 PM
0 BoostDrop the Boost Up the Boost
Chewy-

I just had a "Back to the Future" moment. BMW did that in the seventies, ala Barvia and 2000 Tii. Whats new here?


WhelanWhelan - 2/5/2008 10:36:44 AM
+2 BoostDrop the Boost Up the Boost
blah blah, here is a commercial with our 100K plus car that only 1% of the population can afford.

Good commercial, I'm sure it will bring people into Audi dealerships but I doubt every dealer is going to have one on display.

reply to this comment
adamsaf723adamsaf723 - 2/5/2008 10:45:23 AM
+2 BoostDrop the Boost Up the Boost
When they showed that car and revved it, I almost blew a louad. Gorgeous car, awesome exhaust... SO NICE!!

reply to this comment
MeanVulcanMeanVulcan - 2/5/2008 11:36:29 AM
+1 BoostDrop the Boost Up the Boost
Audi is redefining itself as "The New (Modern) Luxury Brand" rather than the old luxury (Mercedes/BMW/Lexus). I think the ad made the point clear. Sure, it takes some brain cells to figure it out but even for someone who has not seen the movie (Me), it was not difficult to do so.

The "Modern Luxury Brand" is a smart approach to their marketing. There is no need to copy other german one-dimensional brands' advertising. Audi has had great ads in the past, they just have not been consistent over time and widespread enough to penetrate the market and create awareness.

reply to this comment
TimETimE - 2/5/2008 2:50:57 PM
+1 BoostDrop the Boost Up the Boost
(Brand) Positioning is not done in vacuum. To position the brand a contextual frame is needed: a brand has to be positioned against something - quoting similar or different characteristics / advantages the rivals have.

In this Audi ad the contextual frame is completely missing: not defining who are the "old luxury", and who are the "new luxury" Audi are referring to. It may appear the ad is saying Audi is the only "new luxury" brand. Yet this is definitely not true! And such claim would be very arrogant.




VISOVISO - 2/5/2008 7:01:36 PM
+2 BoostDrop the Boost Up the Boost
How can Lexus be old luxury? They are just "old luxury" for old people.


thstonethstone - 2/5/2008 4:27:03 PM
-3 BoostDrop the Boost Up the Boost
The Audi ad was very weak. It got the (low) rating it deserved.

Let's face it - Audi is 5-10 years late to the New Luxury party. Sure, its a big party and growing, but don't act like you're queen of the dance just because you were the last one in the door. Produce better and better versions of the A4/A8 for the next 10-12 years and then we'll see. In the meantime, grab a nice spot over there by the wall because the floor is full.


reply to this comment
VISOVISO - 2/5/2008 6:58:45 PM
+3 BoostDrop the Boost Up the Boost
Interesting comment considering the many awards the A8 has won over the last several years not to mention all the comparisions against the competition. I don't think they are late considering they've been in the business for over 100 years. You've heard of Horch I assume?


Dr550Dr550 - 2/5/2008 7:55:16 PM
+3 BoostDrop the Boost Up the Boost
Audi of downtown LA has a R8 in showroom. Made S8, TT, and S5 look even better.

reply to this comment
NeverfollowNeverfollow - 2/6/2008 1:51:59 PM
+1 BoostDrop the Boost Up the Boost
The ad was a success, there is no question. It has brought people to the showrooms where they can discover the brand, many for the first time and that is the goal of any advertising agency. The fact that they chose an audience of millions to do it in front of only makes them look smarter.

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