Filed under: Marketing/Advertising, Audi, Cadillac, Chevrolet, GM, Hyundai, Toyota
Four automakers doing Super Bowl spots, Audi first in 20 years
When viewers tune-in to watch the 42nd annual Super Bowl on February 3rd, four automakers – Chevrolet, Hyundai, Toyota and Audi – will compete for the hearts and minds of the gridiron-obsessed masses.
Chevy is only planning one, 60-second ad during the second quarter, while Cadillac will be featured during the pre- and post-game shows. Toyota has two spots of undetermined length, which are expected to hype the redesigned Sequoia and the Tundra pickup, while Hyundai will finally throw its hat onto the Astroturf with two, 30-second spots.
Audi is returning to the game after a 20-year hiatus with a minute-long ad featuring the R8, and we'd expect the spot to focus on the automaker's blitz to become the dominant luxury manufacturer on Earth.
Also of note, Cars.com will be ponying up the required $2.7 million dollars for a 30-second spot, which is causing us to consider renting some ad time on the Goodyear blimp -- or just shooting Neff out of a cannon with an Autoblog-badged cape.
[Source: Audi, Automotive News – Sub. Req.]
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Reader Comments (Page 1 of 1)
joe97 7:27PM (12/07/2007)
The title should have been Hyundai, Cars.com first-time ever.
On that note, I wonder what Hyundai has up its sleeves, I hope they use the national spotlight to promote the Genesis.
Side note, I thought GM said it would not enter into the Superbowl ad in Feb, guess they have changed their mind since.
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MemphisNET 7:32PM (12/07/2007)
""which is causing us to consider renting some ad time on the Goodyear blimp -- or just shooting Neff out of a cannon with an Autoblog-badged cape""
Fire away! *laughs*
Hyundai will most likely be showing the Genesis, Veracruz, and maybe even the RWD Coupe. Hyundai has come a long way, and make a great product.
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far jr 10:29PM (12/07/2007)
Neff the human bomb.
I can't help but think... Will he be caught by a very strong net and/or lots of hay bales if you miss? Just like Cannonball Run II.
Reality Check 7:42PM (12/07/2007)
What am I missing with Audi? Most people don't even know what one is and the others don't care. I think they sell 6000 per month in the States and thats is almost all A4's. The A8 sells less then 200 a month last I looked and most of them get huge discounts.
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500 9:52PM (12/07/2007)
Um, maybe that's why they decided to A D V E R T I S E.
I'd love to see a YouTube video of the '88 Audi Superbowl ad.
Jerem 7:20PM (12/08/2007)
A severely discounted A8??? Last time I checked they leased for $1,500 a month while the 7 series leases for $1,350? The price of the A8 has been on the uptrend for the last three years to were it has surpassed the 7 series.
B Montgomery 11:52AM (12/10/2007)
"What am I missing with Audi" - Sadly you are missing a lot. If you like European cars and you blindly buy a Mercedes or BMW without looking at Audi, that's as bad as someone who votes along party lines. Just walk into a dealership one day and experience the vehicles and the quality that goes in and out of these cars. They offer quite a lot. Maybe its me but I'd rather buy something because it is a good product, not because "everyone" else and their mother buys a certain brand, or votes for a certain president. My .02
Jon 7:56PM (12/07/2007)
Sweeeeet!
Good car commercials are great. I remember the one Ford did of a GT lapping a race track with no sound except the engine vrooooming.
Hopefully if they're blowing that kind of coin, they'll make it cool too.
Jon
http://www.sportscardriven.com
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Dave T 6:22PM (12/08/2007)
Older people probably remember Audi. They sold around 75k units a year in the early 80's but bad publicity and a false, manufactured report by 60 minutes about "unintended accelleration" in Audi cars tanked the company's sales.
http://www.thetruthaboutcars.com/editorials/in-defense-of-the-audi-5000/
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Reality Check 9:56PM (12/08/2007)
Jerem, The lease price proves this even more!
They can charge what ever they want, The BMW has a higher net worth at the end of the lease resulting in the lower payment! A lease works like a reverse loan to the first driver, you rent the usable cost, and the MSRP of a car is just that the asking price. BMW is just providing more car for less money and the Audi is raising the price to offer a bigger discount and to cover the loss that will result at the end of the lease. The Audi at the end of five years is worth less then 60 percent os the MSRP...... yuk
Jerem 12:09AM (12/09/2007)
Reality Check - Lease residuals are just another form of price control given to the manufacture. Check the auction results for true residual values. I'm not saying that the Audi has an higher residual value at this point, but it's nowhere near the discrepancy that lease residuals would lead you to believe. Do you really think that Audi would price itself out of the market? Prices are market driven. Prices don't go up when the product doesn't move.
B Montgomery 11:52AM (12/10/2007)
Audi is building some great cars with the R8, RS4 and that new S5 not to mention the RS6 that is about to come out. I just passed up a 335 coupe and purchased the S5, after years of owning BMWs. My last Audi was the original Audi Quattro Turbo coupe of the early eighties, known for it's Rally domination, and turbo AWD platform. They must be doing something right because I know of more than a few hard core BMW boys that have purchased the S5 - and that says a TON.
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caddy dave 11:33PM (12/13/2007)
Rumor has it that the Tundra has three live commercials scheduled for half time.
The first one has a Tundra off the coast of Nova Scotia with an extra long cable attached to the trailer hitch, the other end attached to a submersible that will hook onto the Titanic and the Tundra will then pull the Titanic out of the water.
The second will be one showing no need for locomotives anymore, just hook a Tundra to a 200 car frieght train and go. Only minor modifications needed, rail wheels on the Tundra and because Tundra's brakes are so massive and strong, they disconnect the air brakes on the frieght cars.
And the best is last. No more need for the space shuttle to be moved by that massive crawler. A bit of cross bracing and a few sheets of plywood across the bed and wa la. The new mobile shuttle mover. As long as no one stands on the tailgate, should'nt be a problem.
Now remember boys and girls, Toyota is always honest in their promises. Just like George Bush.
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Main Line dude 10:00PM (1/27/2008)
Audi's are second-rate to BMWs. just look at everything from build quality to drving impressions. Audi's sell less cars for good reason - they're just not as good as the Bimmers.
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DJJB 12:43AM (2/03/2008)
My last two new cars were both Audis. Superior dealer service, excellent design and Quattro keep me in the Audi showroom. IMO you buy a Mercedes to impress your parents, and a BMW to impress your buds. You buy an Audi because you want to impress yourself.
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