The Super Bowl is a sizzling event for advertisers across the United States. One of the talking points of Super Bowl promotions has been the Mercedes Benz Tweet Race which was to begin on 2 February. However, other major brands are also looking to leave a lasting impression. German car manufacturer Audi is among them. The automaker has roped in musician Kenny G for its Super Bowl XLV ad campaign.
The Audi advertisement involves a prison escape scene. Kenny G will be seen in a cameo role playing the “Riot Suppressor” of the luxury prison. The white-collar criminals featured in the ad are symbolic of prisoners of old notions of luxury. The online teaser video of the ad is already up on YouTube.
In an earlier ad that was inspired by children’s book Goodnight Moon, Audi had tried to contrast itself with more established symbols of luxury like BMW and Mercedes-Benz. Audi’s advertising strategy appears to involve pitting itself against the establishment, so to speak. Audi considers itself to be a more “progressive” form of luxury.
That is why Audi is currently in the process of kick-starting two social media contests on Facebook and Twitter asking fans to redefine existing notions of luxury. The Audi Progressive Luxury Trade-up contest officially begins on 3 February. The top ten tweets get a virtual “old” luxury prize that they can trade for “progressive” luxury prizes. The grand prize is an R8 drive at the Audi sportscar experience in California, plus a luxury-filled weekend. It is also good for the soul. Audi will be donating $25,000 to charity on the winner’s behalf.