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Audi signs on for fourth consecutive Super Bowl ad

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Audi signs on for fourth consecutive Super Bowl ad

by Chris Shunk (RSS feed) on Dec 3rd 2010 at 7:59AM


Audi has issued a press release announcing that it will advertise during the Super Bowl for the fourth consecutive year. Buying ad time is usually a non-newsworthy affair, but a single 30-second spot during the Big Game represents a financial commitment of $3 million or more. That's a fairly hefty chunk of Audi's annual ad spending budget here in the States, so why do it?

Scott Keogh, chief marketing officer, Audi of America, says that buying ad time during the Super Bowl has led to "record levels of awareness and showroom traffic with national consideration numbers showing significant spikes post game." That's a big deal for a luxury automaker looking to grow big during the next few years. The four-ringed automaker has managed to achieve record sales in the U.S. over the past few years in spite of the down market for autos.

Past Super Bowl commercials from Audi include the "Green Police" ad featuring the A3 TDI and a 2009 spot featuring Jason Statham chasing down luxury competitors. Audi isn't talking about the theme for the 2011 spots just yet, but we're going to go ahead and place our bet on the 2012 A6 making its way to the big stage. Hit the jump to read over the press release from Audi.

[source: Audi]

Show full PR text

HERNDON, Va., Nov. 29, 2010 /PRNewswire/ -- Audi of America today officially announced that it will advertise during Super Bowl XLV, the brand's fourth consecutive time as an advertiser in the big game. This year, Audi will once again demonstrate its leadership position with a spot that will air in the first quarter in the third position of the first break after kick-off. San Francisco-based Venables Bell & Partners is creating the spot.

"Since Audi began advertising in the Super Bowl nearly four years ago, we've achieved record levels of awareness and showroom traffic with national consideration numbers showing significant spikes post game. The Super Bowl is one of the few places a brand can reach so many people at once; it's truly a cultural phenomenon," said Scott Keogh, chief marketing officer, Audi of America. "The success we've experienced with Super Bowl is clearly translating to growth, as we're on track this year to deliver the best U.S. sales in history. Audi has never been hotter."

The past three years Audi has delivered highly-rated spots, including last year's "Green Police" ad featuring the Audi A3 TDI, Green Car Journal's 2010 "Green Car of the Year," and a soundtrack created by rock legends Cheap Trick. The 2009 spot featured actor Jason Statham in a series of high-speed chase scenes involving luxury competitors, sending the dual message that luxury is evolving. The 2008 Audi spot delivered a parody of the movie "The Godfather" and signaled that the brand was ready to challenge the perceived luxury leaders.



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