Super Bowl ads

Ranking The Luxe Car Super Bowl Ads

Mercedes-Benz, BMW and Audi all advertised in the Super Bowl this year, and all three took very different creative strategies.

Mercedes-Benz ran a 60-second ad that tried to call attention to its entire current lineup of vehicles by juxtaposing them against decades of classic Mercedes-Benzes. In the ad, classic Mercedes vehicles start themselves and drive themselves en masse to a place where they can see the new Mercedes vehicles. Hip Hop star Sean John appears in the ad, having had his silver Mercedes start-up on its own and leave his driveway.

BMW ran two ads, one that showcased its all-new X3 crossover, and the fact that all X3 are built at the company's Spartanburg, SC plant. The other ad featured BMW's clean diesel vehicles, contrasting them to the image many have of diesel cars--sooty, stinky and loud.

Audi ran an ad for the new A8 sedan (pictured) depicting a prison break in a fictitious prison for the white collar criminals who are mostly the epitome of affected wealth. Audi, which likes to use comedy in its Super Bowl ads, hired Kenny G for a cameo as a riot suppressant warden.

Tags: audi, bmw, clean diesel, mercedes-benz, super bowl ads, Super Bowl XLV

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Audi's Super Bowl Ad Feature Kenny G and Prisons For The Rich

by David Kiley (RSS feed) —

Filed under: Luxury Cars & Autos

Audi today announced that Grammy-winning saxophonist Kenny G will make an appearance in the company's 60-second spot during Super Bowl XLV. The ad will feature an adventurous prison escape scene that culminates with a cameo by Kenny G as the luxury prison "Riot Suppressor."

The gGrman automaker launched an online teaser video on youtube featuring an adventurous prison escape scene that shows the storyline of the ad. The prison is one for white-collar criminals, and obvious "prisoners" of "old" luxury notions.

This video and ad comes on the heels of an ad launched by Audi that pays homage to the children's book "Goodnight Moon," and tries to contrast Audi (defined by the company as "progressive" luxury against "old" luxury like Mercedes-Benz and BMW.

Audi also kicks off Super Bowl® week online with multiple social media elements that allow fans to join the movement to re-define luxury. Starting today, fans can visit Facebook at audi.us/EstateSale and Twitter at http://audi.us/ProgressIs to RSVP to Audi's two social media contests aimed at saying goodbye to old luxury and hello to Progressive Luxury.

Tags: audi, bmw, kenny g, mercedes-benz, super bowl ads, superbowl ads

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Audi Super Bowl Ad Bashes "Old Luxury"

by David Kiley (RSS feed) —

Filed under: Luxury Cars & Autos

German automaker Audi is taking on not only Mercedes-Benz in a new ad it plans to run during the 2011 Super Bowl, it is taking on traditional symbols of luxury.

The ad, created by San Francisco ad agency Venables Bell & Partners, is a play on the children's book "Goodnight Moon." The voiceover in the ad backs up a camera shot that winds its way through a mansion of rooms. We see the mansion's exterior, a decadent table set complete with candelabras, some sort of exotic animal sleeping around the neck of a sleeping woman decked out in a party gown, and a fox-hunter lamp comes to life and turns its own light out. "Good night old luxury and all your wares....Good night bygones everywhere (the camera fixes on a Mercedes)." The video for the commercial is after the jump.

Audi of America chief marketing officer Scott Keogh says that his brand represents "progressive luxury," while brands like Mercedes-Benz and BMW are "old luxury." In an interview with Luxist, Keogh even referred to BMW as suffering from "Snookization," a reference to the fact that the Snooki character from MTV's Jersey Shore bought a BMW 3 Series in the show's second season.

Tags: Audi, BMW, Jersey Shore season 2, Mercedes-Benz, Snooki, Super Bowl ads

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