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Audi A3 TDI – Click above for high-res image gallery

For the third year in a row, Audi will be running an add during the Superbowl. First there was the Godfather parody where the "Old Luxury" dude was put on notice about the R8 (which is a sports car, but who cares). Then last year's really excellent Jason Statham spot called, "Chase." This year things are going to be a bit, well, more rocking.

Ditching the notion of parodying films, Audi is instead employing the talents of the ageless (though quite well aged) rockers in Cheap Trick to promote the A3 TDI. The ad will focus on the diesel A3 being named Green Car Journal's Car of the Year. In it, Cheap Trick will be reinterpreting one of their classics and the spot should sport a, "fun, tongue-in-cheek environmental theme." Any guesses as to which song? We're thinking "He's a Whore." Make the jump to read the press release.

[Source: Audi]


Audi to advertise during Super Bowl for the third consecutive year

- Spot to focus on Audi A3 TDI, the 2010 "Green Car of the Year"
- 70's icons Cheap Trick will reinterpret one of their classic songs for the ad
- Spot will air in the 4th quarter of the game

HERNDON, Va., Jan 8, 2010 - Audi of America today announced that it will advertise during Super Bowl XLIV, the brand's third consecutive time in the Super Bowl. The spot will highlight the Audi A3 TDI, recently named by Green Car Journal as the 2010 "Green Car of the Year" and will have a fun, tongue-in-cheek environmental theme. Rock legends Cheap Trick will reinterpret one of their classic pieces as the soundtrack to the commercial.

Returning to the Super Bowl after a nearly 20-year hiatus, 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. The 2009 effort featured actor Jason Statham in a series of high-speed chase scenes involving recent luxury models, sending the dual message that some things are best left in the past and luxury is evolving, with Audi at the forefront. This year, Audi will demonstrate its leadership position within the luxury segment with a brand spot that delivers the message that being environmentally conscious might not be easy, but the Audi A3 TDI clean diesel is now a proven environmental solution.

Audi TDI clean diesel technology has achieved amazing sales success and consumer acceptance in the United States in a very short period of time. Since their introductions in 2009, the Audi Q7 TDI accounts for 43% of the sales for that line, while the A3 TDI accounts for 53% of that line's sales. TDI clean diesel technology produces 20% fewer C02 emissions than comparably sized gasoline engines and uses substantially less fuel. In fact, the Q7 TDI has been EPA rated at 25 MPG highway, while using 30% less fuel than a similarly sized gasoline engine. The A3 TDI achieves 42 MPG on the highway. Green Car Journal's award of "Green Car of the Year" to the A3 TDI is a true validation of the quality and environmentally sound elements of this technology.

The A3 TDI is one of the many new models Audi has introduced in the last few years. Joining the stunning R8 sports car, the A5, the A4, the Audi Q5 crossover and the Audi Q7 TDI, among others, the A3 TDI is another terrific vehicle that combines incredible fuel economy with the Audi brand's commitment to stunning interiors, tremendous performance and excellence in overall engineering. Audi now has one of the industry's most complete and compelling model line-ups.

"Despite the difficulties the automotive industry has faced, our brand has continued to grow through this past year, introducing new and exciting models, and getting people talking about Audi," said Scott Keogh, chief marketing officer, Audi of America. "In short, the Super Bowl has worked. The brand has never been stronger, market share is increasing and we are setting the stage to increase our momentum in 2010 by letting more of America in on the great secret that is Audi TDI clean diesel technology."

The advertising agency for Audi, San Francisco-based Venables Bell & Partners created the ad.

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    • 1 Second Ago
      • 5 Years Ago
      " I want you to want me" is the song.

      • 5 Years Ago
      I'm guessing they'll be performing "Dream Police", changing the lyrics to "Green Police". I'm in the music business and Audi has been sponsor to many big concert tours through the years. The one that stands out in my mind (because I was tour manager for the support act, Macy Gray) is the 2004 David Bowie tour.
      • 5 Years Ago
      can't wait for the Superbowl ...commercials !
        • 5 Years Ago
        meh, pass. i've got a date with the track, infinitely more exciting on superbowl sunday :D
      • 5 Years Ago
      So... what's the real difference between this Audi A3 and a Volkswagen Golf?
        • 5 Years Ago

        the audi is aimed for sales/biznis people and those who can afford it.
        it has a serious styling for people that wear a suit.

        A3 2.0 TDI DPF/140 Ambition: 28.130 € (3 door)
        A3 Sportback 2.0 TDi DPF/170hp Ambition Quattro 32.710 €
        A3 1.6 TDi Ambiente: 26.070 € (3 door)
        A3 1.6 TDi Ambition: 26.230 € (3 door)
        A3 Sportback 1.6 TDi Ambiente: 26.790 € Ficha técnica
        A3 Sportback 1.6 TDi Ambition: 26.950 € Ficha técnica
        A3 Sportback 1.6 TDi Attraction: 24.500 € Ficha técnica
        A3 Sportback 1.9 TDi DPF Ambiente: 27.600 €
        A3 Cabrio 1.9 TDi Ambition: 31.210 €
        A3 Cabrio 2.0 TDi DPF Attraction: 31.430 €

        Golf GTD 3door 170hp 28.190 €
        Golf GTD 3door 170hp DSG 29.890 €
        Golf GTD 5door 170hp 28.785 €

        Golf 2.0 TDi/140hp Sport 4Motion 5p: 27.845 €
        Golf 1.6 TDi Sport 5door: 23.300 €
        Golf 1.6 TDi Advance 5door: 20.630 €
        Golf 1.6 TDi Advance 3door:20.060 €

        conclusion: audi looks alot nicer on the inside, the golf is more aimed for general public.
        there is a trizillion golf models and pretty all have 3 trimming levels(trend life, comfort line, hight line), the average car for Joe the Plumber, but also for 65 year old almost retired man and for newby drivers, young drivers, hence GTI/GTD.
        • 5 Years Ago
        About the same as the difference between a Toyota Camry and a Lexus ES350, or a Ford Taurus and a Lincoln MKS, or any number of other comparable vehicles.

        They share platforms and powertrains but have different designs, both exterior and interior.

        If you want a more basic option, you buy the Golf TDI. If you want to spend more and get a more luxurious vehicle but still get the high mileage, you get the A3.

        The A3 does also offer AWD which the Golf line does not, but it's not available combined with TDI, at least not currently.
      • 5 Years Ago
      I would guess the song would be I Want You to want me
      • 5 Years Ago
      If the A3 TDi came with quattro, there would be one in my driveway right now.
        • 5 Years Ago
        Zamfir. It seems you are a victim of marketing BS.

        FWD slip/catch systems are inferior. They are used because they are cheaper (don't have a center differential at all), and because it is difficult to do proper AWD on a transverse engine.

        Instead of slip/catch, it is much better to drive all four wheels, through a proper center differential, all the time, and not slip at all.

        When you drive all 4 wheels, the torque at each wheel is cut in half at each wheel, much less chance of slipping in the first place. It is the superior system, it is what is used on the higher end Audis and what Subaru uses.

        • 5 Years Ago
        Not just a question of naming.

        Longitudinal engines ( Like A4) get a full time Torsen center diff that drive all 4 wheels all the time.

        Transverse engines (Like A3) get a haldex slip-catch system.

        If I get an AWD system, I want the real thing, that drives all four wheels, not a slip-catch system that is FWD until it starts to slip then it temporarily engages the rear wheels until it stops slipping.
        • 5 Years Ago
        Yes, do want A3 TDI Quattro!
        • 5 Years Ago
        Call it what you will but TDI + AWD + hatchback = next car for me as well if it were to be offered here.

        I first had hopes for the TDI Tiguan but those were dashed, then I heard word of the TDI A3, but then no AWD crushed that dream. The TDI Touareg and ML320CDI are too far out of my price range so I'm left with no other options really.

        I wonder how the used prices are for V10 TDI Touaregs?
        • 5 Years Ago
        @Snowdog - bwahahah. Good luck. One of the benefits of the haldex system they use is, you guessed it, increased fuel economy when the rear wheels aren't needed. It makes little sense for audi to reengineer the platform and move to an awd system which would provide less fuel economy in a tdi model.

        The system also works competitively on the track and in the snow, so, again, little reason for them to switch. But i get that some drivers just prefer it regardless, just like some people prefer smg to dsg.
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