USA Today is reporting today that Audi is taking a Godfather-themed approach to their Super Bowl ad. The ad will use the film's classic American struggle to represent today’s struggle against the old views of luxury.
Audi’s vice president of marketing Scott Keogh told USA Today…
"We don't look at this as a car ad as much as we look at it as a statement,"
"The message we want to send is between Old World and New World and say that Audi is the New World.
"The spot sets up old luxury as excessive extravagance. Audi is not about excess, it's about substance."
This USA Today article had the best description of the ad I’ve seen so far…
"The ad opens on a silver R8 parked in front of a Beverly Hills. Inside, a scene from the violent movie unfolds — but it's motor oil, not blood, that's spilled. Film buffs will recognize actor Alex Rocco, who played Vegas kingpin Moe Greene in The Godfather. The words "Old luxury has been put on notice" appear before the R8 speeds out of the driveway."
Audi paid a licensing fee reported to be in the $500,000 to $1.5 million range to Paramount Pictures for the rights to use this theme.
To build the mystique, Audi has indicated that this ad will only air once. But they will let Audi.com registered users get a look at the ad on the morning of Super Bowl Sunday. Audi mentioned in an earlier story that teasers of the ad will run on a few key auto sites before the game, but there haven’t been any signs of those yet.
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