Audi Puts Old Luxury on Notice with Super Bowl Ad

AUBURN HILLS, Mich., Jan. 22 /PRNewswire/ -- Audi of America Inc. will
boldly declare its intention to redefine luxury in the automotive segment with
its first Super Bowl ad in nearly 20 years, the company said today. The
60-second ad, which was inspired by the Oscar-winning film "The Godfather," is
critical to connecting with luxury vehicle customers. In addition to the
creative content associated with the epic film, the ad features prominent
placement of the Audi R8, the brand's first mid-engine sports car.
Audi's return to the Super Bowl was preceded by a record year for sales in
the United States. The automaker sold 93,506 vehicles in the US in 2007, a
3.8% increase over the previous year. Audi selected "The Godfather" as a
thematic foundation for its Super Bowl ad because the film expresses the idea
of a new power rising in an established hierarchy.
"With record sales in 2007 and the launch of a host of new products in
2008, the Audi brand is at the single most exciting point in its history,"
said Scott Keogh, chief marketing officer, Audi of America. "We chose 'The
Godfather' to anchor our Super Bowl ad because, at its core, the film is about
a struggle between old and new power. In precisely that fashion, Audi
represents the rise of a new force in luxury."
Audi's advertising agency, Venables Bell & Partners created the ad, which
was shot on location at the Fleur de Lys house in Los Angeles. The 60-second
spot will air only twice on television. The debut will come in the first
quarter of the Super Bowl, while a 30-second version will air the following
day.
Actor Alex Rocco, who portrayed the character of Moe Greene in the first
"Godfather," will be starring in the ad. Audi last advertised during the Super
Bowl in 1991.
On the day of the game, Audi guests who have previously opted-in on
www.audiusa.com will have the opportunity to view the spot early on a
separate, dedicated web site. That web site will also host additional footage
from the filming and production of the ad.
Audi will support their Super Bowl ad with an on-the-ground presence in
the game's host city of Phoenix, AZ. Audi is creating a temporary installation
of the Audi Forum, which currently exists in many of the world's major cities,
including London, Tokyo, Singapore and New York. The Audi Forum Phoenix will
be a haven for VIP and celebrity guests, incorporating tailored programming
and experiences throughout the week.
About Audi of America
Audi of America, Inc. offers a line of luxury vehicles that include the
Audi A3 sport compact; the sporty A4 sedan, Avant and Cabriolet models; the
high performance S4 sedan, Avant and Cabriolet models; the high-revving RS 4
sports sedan and Cabriolet; the all new S5 Coupe with 354 hp; the
design-leading A6 sedan and Avant; the V-10 powered high performance S6 sedan;
the Audi Q7 performance SUV; the new all-aluminum Audi A8 and A8L; the new S8
with V10 power; the all-new 2008 TT Coupe and Roadster models; and the
all-new, all-aluminum R8, one of the most exclusive mid-engine sports cars in
the world. For more information, please visit www.audiusa.com.
SOURCE Audi of America Inc.

Andrew Lipman of Audi of America, +1-917-691-8000, andrew.lipman@audi.com; or
Kevin Ray, BNC for Audi, +1-212-253-4646, kray@bncpr.com