When it comes to automotive advertising during the Super Bowl, Audi is a bit of a veteran. The brand came on strong several years ago when it cut the “head” off a Rolls Royce in an attention-grabbing spot about the R8. Over the years since then it’s continued the strategy as other car companies have followed suit. This year the marketing competition will be fierce, including a grand twitter strategy via Jimmy Fallon for the newly renamed Lincoln Motor Company. Perhaps not surprisingly, Audi has changed their game just a bit.
This year Audi has revealed the ad sport early. Rather uniquely, it invited online participants to help decide the final outcome of the ad, but that’s just part of the story. Uncharacteristically, they’ve revealed the ad early this time around. At the same time, the spot itself (dubbed “Prom: Worth It”) is simply one hell of a solidly clever ad featuring the Audi S6.
Here’s the YouTube description of the spot provided by Audi of America.
A slightly insecure teenager is unhappy about going to the Senior Prom without a date. But when Dad lets him borrow the new Audi S6 for the night, he gains more and more confidence with every mile, arriving at the Prom a changed young man. You’ll have to watch this Super Bowl spot to see if his newly found bravery pays off.