Audi has pulled the covers back on the first ad for its S line ahead of the spot's launch during the NFL kickoff game this evening. The ad will serve as the country's first taste of a full host of S vehicles, and features the S8 adding a bit of spice to an otherwise droll errand run. Audi threw in a few themes from our favorite heist flicks to keep things interesting, and the videography is as sharp as we've come to expect from the German automaker's ad house.

Perhaps more interesting than the spot itself, however, is the fact that Audi will once again commit to advertising during the Super Bowl. This will mark the sixth time in a row the company has sponsored the NFL's main event, though Audi isn't saying a word about what this year's commercial will entail. As you may recall, last year, the manufacturer cashed in on the vampire craze with an ad for the S7.

Check out the new S8 ad below as well as the full press release.


Show full PR text
Audi Kicks Off NFL Season with First-Ever Campaign for S Models

· New :60 TV spot to feature all-new 2013 Audi S8; represents brand's first-ever dedicated campaign for Audi sport performance models
· Spot to debut nationally during 2012 NFL season kick-off game on September 5
· Audi to advertise in Super Bowl for sixth consecutive year


HERNDON, Va., Sept. 5, 2012 – Audi kicks off football season today with a new advertising and marketing campaign for the 2013 Audi S Models. For the first time in its history in the U.S., Audi is introducing its full line of S Models, bringing the Audi sport performance story to life through an integrated campaign featuring the tagline, "Heighten Every Moment." The campaign launches with a 60-second TV spot set to debut during the 2012 NFL kick-off game on Wednesday, Sept. 5 on NBC.

Additionally, Audi today announced that its NFL season will culminate in the most-anticipated game of the year – Super Bowl XLVII – marking the brand's sixth consecutive appearance as an advertiser.

"The NFL kick-off game is the perfect venue to launch Audi's first dedicated campaign for the high-performing, powerful 2013 Audi S models. The Audi S8 featured in the spot summons the adrenaline and exhilaration of Audi Sport while delivering the uncompromised luxury expected in every Audi vehicle," said Loren Angelo, General Manager Brand Marketing, Audi of America. "Audi once again is thrilled to continue our Sunday football tradition and be part of the action leading up to Super Bowl XLVII."

The 60-second spot featuring the 2013 Audi S8 is slated to run in the first break after kickoff during the Sept. 5 game. Entitled "Suspect," the ad takes cues from quintessential heist films with the S8 taking center stage against a mysterious and suspenseful bank robbery scene. As the thrill escalates, viewers will be left deciding whether a true robbery has transpired, or if the scene was purely a figment of the driver's imagination. With the power, speed and innovation of the S8 at the driver's fingertips, it's easy to get carried away behind the wheel of an Audi S model. The spot closes with the tagline "Heighten Every Moment."

Following today's primetime debut, "Suspect" featuring the Audi S8 will also air in NFL on CBS and NBC, and select cable networks, including: Food, FX, National Geographic, ESPN, USA, CNN, and AMC. A 30-second version also will be viewable on CNN.com, Reuters.com, Wired.com, Yahoo! and more.

The 2013 Audi S Models – S6, S7 and S8 – descend from Audi's rich racing history. Proven on the track, Audi's award-winning and progressive technologies such as TFSI engines and quattro® all-wheel drive inspire the new S models and provide a driving experience that is engineered for the driver. The Audi S8 delivers incredible performance and refinement through the new 520 horsepower 4.0T twin-turbo V8 engine mated to a responsive 8-speed automatic Tiptronic transmission delivering an impressive 0 - 60 mph acceleration time of 3.9 seconds. The S6 and S7 also are fitted with the 4.0T twin-turbo V8 and deliver 420 horsepower and are fitted with a seven-speed double clutch S tronic® transmission.

All three S models are equipped with cylinder on demand technology that shuts down four cylinders during highway driving conditions in order deliver better fuel efficiency. Audi engineers optimized the system through active engine mounts and active noise cancellation, making the transition between four- and eight-cylinder modes seamless. A rear sport differential along with quattro all-wheel drive are standard for superior handling and performance on all three S models. Each of the S models offers incredible interior design and craftsmanship such as Atlas carbon fiber inlays, diamond-stitched sport seats and the highest levels of technology through the Audi MMI Navigation plus system with Audi connect™. For more information on Audi performance models, please visit audiusa.com/performance.

Audi's Super Bowl XLVII spot will be created by San Francisco-based Venables Bell & Partners. Last year, Audi's entertaining spot "Vampire Party" showcased the power of progressive engineering with the brand's signature LED headlight technology. In 2011, Audi's "Release the Hounds," featuring the Audi A8 and a cameo by Kenny G, redefined luxury and became the first Super Bowl spot in history to use a Twitter hashtag. In 2010, Audi's Super Bowl ad showcased a soundtrack created by rock legends Cheap Trick and featured the A3 TDI "Green Car of the Year" showing how easy being green can be. The brand's 2009 spot featured actor Jason Statham in a series of high-speed chase scenes involving luxury competitors, sending the message that luxury is evolving. In 2008, the brand's first Super Bowl spot delivered a parody of the movie "The Godfather," signaling that Audi was ready to take on the perceived luxury leaders.

ABOUT AUDI
Audi of America, Inc. and its U.S. dealers offer a full line of German-engineered luxury vehicles. AUDI AG is among the most successful luxury automotive brands globally. Audi was a top-performing luxury brand in Europe during 2011, and broke all-time company sales records in the U.S. AUDI AG is planning to invest a total of EUR 13 billion over the period 2012 through 2016 on new products and technologies. Visit www.audiusa.com or www.audiusanews.com for more information regarding Audi vehicle and business issues.


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 47 Comments
      the.ting
      • 2 Years Ago
      Anticlimatic.
      sloturbo
      • 2 Years Ago
      I think her lap is now filled with hot coffee after that speedy take off.
      csrecord
      • 2 Years Ago
      What's it going to cost to replace that grill? Their grill size is getting ridiculous.
      ICantDrive88
      • 2 Years Ago
      That guy is like half the age of anyone who would buy this car. All I kept thinking is what a D-Bag. I'm sure it's jealousy, but if I'm his age, I'd be in an S4 even if I was rich. A8 is an old guys car.
        Xantia10000
        • 2 Years Ago
        @ICantDrive88
        You're right, A8 customers are old rich guys (if you are young and buying this car new, either you are a trust fund baby or pretty stupid when it comes to finances). But this ad is all about image - old guys that still feel young, and more importantly,,, wish they had that same smokin co-pilot :)
          trevor-k
          • 2 Years Ago
          @Xantia10000
          Do you know how many pro athletes drive an S8?
        Randall GII
        • 2 Years Ago
        @ICantDrive88
        Agreed with J Wayne. I own an A8, albeit an older one. I'm only 25. I'm not a dick about it.
      Trevor
      • 2 Years Ago
      Not as exciting as the s-class but not even close to as boring as the LS.
        inthelv
        • 2 Years Ago
        @Trevor
        The last "exciting" S class was that huge one right before this current body style, 2001 I think (what's the correct name for that, anyone?). The only reason it was exciting was that whenever you saw one, you knew a drug deal just went down somewhere.
          Herman Exum
          • 2 Years Ago
          @inthelv
          That S-Class was called the "W220" I believe...
      • 2 Years Ago
      [blocked]
        Randall GII
        • 2 Years Ago
        Oh, you mean the luxury yacht that scoots to 60MPH in like 4 seconds? Granted, it probably under steers like a bus, but that straight line acceleration is immense. Racing? No. Sports? Yes. Hence the difference between S and RS.
          wooootles
          • 2 Years Ago
          @Randall GII
          Rolls-Royces and X5M's are apparently sports cars to this guy because they do 0-60 in the 4s.
          trevor-k
          • 2 Years Ago
          @Randall GII
          What are you talking about, he is clearly stating that it is a "SPORTY" car because of its handling and power. Learn to read moron.
      • 2 Years Ago
      [blocked]
        BEEEAMMERRR_GUY
        • 2 Years Ago
        Haha I saw that too, their O-line stinks and Witten is not playing, Giants offensive line is going to tear them up and Lil Romeo is going to be crying on Jerral Jones' shoulders after the game.
          Sox05
          • 2 Years Ago
          @BEEEAMMERRR_GUY
          lmao! Look who won at the end HA!
          • 2 Years Ago
          @BEEEAMMERRR_GUY
          [blocked]
          carguy1701
          • 2 Years Ago
          @BEEEAMMERRR_GUY
          More like rational person.
        carguy1701
        • 2 Years Ago
        >Romo >winning No. just no. He sucks. End of story.
      yo
      • 2 Years Ago
      if only they would recommit to updating their designs. every new audi looks like a 1992 Audi with a VW interior.
      Jonathan Wayne
      • 2 Years Ago
      Nice car, the only flaw is the back looks identical to the A4. It really should have a more substantial back end with more substantial taillights like the previous generation.
      miketim1
      • 2 Years Ago
      Car still looks ho hum.
      inthelv
      • 2 Years Ago
      That was cool! Who hasn't had that fantasy? I freaking love the 8 best out of all the Audis.
        • 2 Years Ago
        @inthelv
        [blocked]
          • 2 Years Ago
          [blocked]
          Twittavelli
          • 2 Years Ago
          If you have the money to own one, the insides are quite different and for those who have the money, they don't care about anything else.
      Pete Szczyrba
      • 2 Years Ago
      That is an aweful commercial. 90% is just stupid BS, and not once does it mention the cars performance capabilities. Would you buy and S8 after viewing that ad?
        Agilis
        • 2 Years Ago
        @Pete Szczyrba
        Most car commercials do not mention performance capabilities.
          • 2 Years Ago
          @Agilis
          [blocked]
    • Load More Comments