SBD/December 16, 2013/Marketing and Sponsorship

Audi Revving Up For Second-Half Super Bowl Spot Featuring New A3 Sedan

Audi will make the A3 ad available shortly before the Super Bowl starts
Audi is "gearing up for its seventh straight Super Bowl appearance, signing on for 60 seconds of airtime" in the "commercial pod that airs immediately after the halftime show," according to Anthony Crupi of ADWEEK. While Audi of America Marketing Dir Loren Angelo is "keeping details about the creative under wraps, he did say that the long-form spot will showcase the 2015 Audi A3 sedan." Audi will "make the A3 ad available shortly before the Super Bowl kicks off." Crupi noted as has "been the case with Audi’s last six Super Bowl ads, this year’s spot is being produced" by Venables Bell & Partners, S.F. (, 12/13).

FATHER KNOWS BEST: AD AGE's Michael McCarthy noted Hyundai during the "first of its two in-game commercials," will "portray its Genesis luxury sedan as the next best thing to the Dad whose preternatural sixth sense saved you from stitches when you were growing up." Airing in the second quarter, the 30-second spot, created by Innocean, Huntington Beach, Calif., "opens with vignettes of a father saving his young son from otherwise painful accidents on playgrounds and ballfields." The ad then cuts to the "now 16-year old son driving the all-new Genesis with Dad in the passenger seat." The son is "not paying attention when a truck stops in front of him," but Genesis' "radar-based automatic emergency braking system saves the day by bringing the vehicle to a complete stop." Hyundai VP/Marketing Steve Shannon said that the automaker's "30-second spot for the Elantra airing in the second half, meanwhile, will rely on 'wackier and zanier' humor." The spot, also from Innocean, "shows a young Hollywood celebrity flirting with a female Hollywood celebrity" (, 12/14).
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