German Car Zone

HERNDON, Va., Jan 21, 2009 - Audi aims to create as much on-screen excitement in its second Super Bowl ad as the players create on the field. Inspired by iconic Hollywood chase scenes, actor Jason Statham, known for his action-packed roles in the “Transporter” series, “Snatch” and “The Bank Job,” rushes from decade to decade to avoid capture, trying to find a vehicle to aid his getaway. He finds that several other luxury vehicles fail to get the job done. That is, until he finds the supercharged Audi A6, the company’s redesigned, mid-sized luxury sedan. This ad will mark Jason Statham’s first time doing a Super Bowl commercial.

In 2008, Audi placed old luxury on notice with its first Super Bowl ad in nearly 20 years. This year’s spot is a high-speed journey through luxury automobiles in American history, sending the message that some things are best left in the past. Audi chose this trip through history as the theme for its Super Bowl ad to send the message that, in the luxury automotive marketplace, Audi is the most progressive choice.

The new supercharged A6 is the latest in the line of successful new products Audi has introduced in recent years, including the stunning R8 sports car, the A5, the A4 and the TTS, as well as the upcoming Audi Q5 crossover, which will be introduced in the spring of 2009. These models combine to form one of the industry’s most complete and compelling product line-ups. Audi engineers its products to meet the needs of its consumers now and in the future, ensuring that while fads may come and go, Audi is here to stay.

“After an exceptional last two years, the Audi brand has experienced unprecedented growth, not just in sales, but in awareness and excitement,” said Scott Keogh, chief marketing officer, Audi of America. “Every new model we introduce is making more and more consumers stand up and take notice of the single best line-up in the market. Last year’s spot sent the message that Audi was truly redefining luxury. This year’s spot will ensure that everyone realizes that Audi is the best choice, period.”

“In addition to having had the opportunity to drive Audi models in several of my films, I drive one in my personal life, as well. I have always loved the mix of style and performance they offer,” said Statham. “I am thrilled to be affiliated with a company I so believe in on the biggest stage in American television.”

Audi’s advertising agency, San Francisco-based Venables Bell & Partners, created the ad, which was shot on-location in Los Angeles. The agency painstakingly recreated different eras in American history with costuming, lighting, film stock and period-specific automobiles to create a stunning depiction of the different eras explored in the ad.

Via:fourtitude

Oh wow, bold move by Audi, they are totally banking on Statham's career, if he fails so to will Audi and be doomed in America for years to come.... [/sarcasm]

Have you actually seen the transporter 2+3?

Last year at our symposium an Audi Marketing executive says that such films playout as an unrealistic portrait of the Audi brand.

the italian job

I thought the "Italian Job" with the new MINI was a very successful endorsement of MINI Brand values. The film showcased MINI as a youth , sporty and dynamic culture orientated brand and indeed helped build our case for sales in the US market which increased heavily after the MINI's endorsement as did Austin Powers.

No matter how good Quattro is it cannot drive along the side of tractor trailers and on the side of passenger trains.
No doubt fans of the Transporter series will be wooping with excitement when they see this but since a majority are underage teenage virgins and we all know that underage teenage virgins do not buy Audis.

The problem with the celebrated "SuperBowl" spot is that the highest rated advertisements are always "Coming to a theatre this summer" a showcase for the latest blockbuster movie .

of course i don't know about actual sales numbers and how these ads really affect an image - but i think that if people see these popcorn movies they hardly take any action scene serious(or care about any technical background), its about enjoying the movie not about the cars performance.

True. But also, no matter how good the Mini is (or any other standard car), it can not withstand the high speed tumbling chase down the stairway without a broken axle. As far as I remember, they tried doing something similar in Bourne Identity and had to especially reinforce the axle of the Mini for it not to break during shooting of that scene.

Yes indeed but the car in the Bourne Identity (Franka Potente, mmmm...)
was the mini and not the MINI as featured in the remake of the Italian Job , but no question how updated the new Italian Job was.

The classic with Michael Caine is still leagues ahead.

It's all about positioning. Product placement in iRobot, Iron man and the Transporter is all part of Audi's marketing strategy in generating awareness positioning Audi as an exciting luxury brand in the minds of Generation X and Y. Audi don't want to be perceived as Buick, Huyndai or Lincoln which are not very favourable amongst young people.

Regardless of how "bad" the Transporter it's still entertaining to watch and that applies to all other action movie. They are good Friday night entertainment for people who just want to wind down and yes even film enthusiasts enjoy an action packed flick one in a while.

Audi Super Bowl Commercial - 'Chase'