|By Marketwired .||
|January 27, 2013 11:40 AM EST||
HERNDON, VA -- (Marketwire) -- 01/27/13 -- Audi of America
- For the first time, Audi allowed fans to engage with three versions of its Super Bowl spot in advance of the game; the version "Worth It" will air during the big game
- Audi's Super Bowl campaign celebrates bravery, individuality and defining moments; spot features the #BraveryWins hashtag
- Ad features 2013 Audi S6 performance sedan
Audi's :60 TV commercial, set to air in the first break after kick-off of Super Bowl XLVII, is now live on the brand's YouTube channel. The spot features the 2013 Audi S6 and centers on defining moments of bravery, as seen in one teenager's memorable prom night. For the first time in its Super Bowl history, Audi allowed fans to engage with three potential versions of the ad, each with a different ending, on YouTube before choosing the final version to air during the big game. After a 24-hour period, the ending "Worth It" was chosen by fans to air during Super Bowl Sunday.
Called "Prom," Audi's Super Bowl spot begins with a teenage boy getting ready to go to the prom -- dateless. As he heads toward the door, apprehensive and discouraged, his father tosses him the keys to an all-new 2013 Audi S6. With the power of the Audi S6 at his fingertips, the teen is determined, confident and inspired. When he enters the gymnasium, he grabs the prom queen and kisses her. In the chosen ending "Worth It," viewers see the teen driving off in the S6. He's alone and has a black eye. A giant grin spreads across his face and he lets out a loud, excited howl -- it was worth it. To view the final ad, please visit http://audi.us/promspot.
The spot features the upcoming single "Can't Win Em All" by Hanni El Khatib, from his highly anticipated second album, Head in the Dirt, out April 30, 2013. The album is produced by Dan Auerbach. San Francisco-based Venables Bell and Partners created the spot.
"For the past six years, Audi has delivered memorable and engaging Super Bowl campaigns. This year, we wanted to put our fans in the driver's seat by allowing them to help define our Super Bowl history," said Loren Angelo, General Manager of Brand Marketing, Audi of America.
Following the trend that Audi began in 2011 when it was the first brand to feature a Twitter hashtag in a Super Bowl spot, this year's ad features #BraveryWins. In the days leading up to and following the big game, Audi will be encouraging fans to share their own brave moments via their social networks by using the hashtag #BraveryWins.
"At Audi, bravery is in our DNA," added Angelo. "Audi has always done things differently, taken risks and defied the status quo. From our founder August Horch quitting his own company to start what would become Audi, to pioneering the award-winning quattro® all-wheel drive, Audi is defined by our willingness to be bold."
In the celebration of bravery, Audi also released three videos on YouTube that commemorate defining moments in the brand's history, including:
- "Audi Defining Moments -- Leena Gade" -- A video about Audi Race Engineer Leena Gade, whose incredible bravery propelled the Audi team to victory in one of the most challenging Le Mans races in the brand's history
- "Audi Defining Moments -- August Horch" -- A video about August Horch, who made the brave decision to walk away from his own company and found what would become Audi
- "Audi Defining Moments -- quattro technology" -- A video about the legendary Audi quattro® all-wheel drive, born out of a 1981 Audi innovation that not only changed the world of rally racing but paved the way for the entire automotive industry
Last year, 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 Super Bowl spot in history to use a Twitter hashtag. In 2010, Audi's Super Bowl ad showcased a soundtrack created by rock legends Cheap Trick and featured the A3 TDI "Green Car of the Year" showing how easy being green can be. The brand's 2009 spot featured actor Jason Statham in a series of high-speed chase scenes involving luxury competitors, sending the message that luxury is evolving. In 2008, the brand's first Super Bowl spot delivered a parody of the movie "The Godfather," signaling that Audi was ready to take on the perceived luxury leaders.
Audi of America, Inc. and its U.S. dealers offer a full line of German-engineered luxury vehicles. AUDI AG is among the most successful luxury automotive brands globally. Audi was a top-performing luxury brand in Europe during 2011, and broke all-time company sales records in the U.S. Through 2016, AUDI AG will invest about $17 billion on new products and technologies. Visit www.audiusa.com or www.audiusanews.com for more information regarding Audi vehicle and business issues.
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