Houston, we have a problem. Audi’s new commercial, “The Commander” was too good! Super Bowl 50 was this past Sunday and I couldn’t tell you if I was more excited for the game or the advertisements. Companies like Heinz and Snickers had already given their audiences a taste of what to expect during the Super Bowl. Earlier that week they had released previews of their ads prior to the game. Many ads have followed the expected humorous route, making sure it had stayed deeply rooted in viewer’s brains long after the game. That wasn’t the case for Audi.
Audi blasts off into space with the new R8 V10 Plus advertisement! On a serious note, the ad portrays a former astronaut who seems dissatisfied with life. He is unable to rekindle a flame that was once lit during his space exploration. Seen with an absent look on his face, the former astronaut pays no attention to the food set beside him. Unaware that car headlights just flickered outside behind him, the former astronaut’s son arrives at his home. “Ok Commander, come with me…” the son requested. A walk outside reveals the R8 V10 Plus in all of it’s glory. As you look into the former astronaut’s eyes you can see the excitement returning into his life. Right before the engine ignition button is pushed, David Bowie’s “Starman” can be heard from a distance entering the scene. Bowie points, Audi!
Audi’s marketing team made numerous ingenious decisions when creating this ad. The first decision: comparing the R8’s hasty acceleration to the acceleration of a space rocket. From the viewer’s perspective this paints a beautiful picture of how quickly this automobile will bring its occupant’s from zero to sixty. Secondly, this ad resonates on an emotional level with it’s audience. The retired astronaut is only able to experience the power of the R8 due to the son’s concern for him.
To conclude, I believe this advert really hit the nail on the head. Each year, the Super Bowl plays a handful of car commercials but once the Vince Lombardi Trophy is won, TV go’ers walk away remembering no more than a few. Audi did a great job this year creating memorable content that connected well with prospective Audi owners.
Watch the full 1:30 commercial: