Audi's ad makes the clever decision to link the supercar's rapid acceleration to a rocket launch in in viewers' minds. The spot also resonates emotionally because the retired astronaut only experiences the R8's performance because his son is worried about him. While not as humorous, we think the new spot does a better job of selling the R8's capabilities than the company's famous The Godfather Super Bowl commercial.
The 60-second version of The Commander (above) will air during the game's first quarter. You can watch a 90-second cut below to enjoy a little more of the R8 and Bowie.
60-second spot to air in first quarter of the big game Feb. 7
"The Commander" to feature the next-generation Audi R8, arriving in U.S. showrooms in Spring 2016
2016 marks return and eighth year for the brand as a big-game advertiser
February 03, 2016 - HERNDON, Virginia -- Audi of America returns to the biggest night in football with a 60-second commercial titled "The Commander." A 90-second extended version of the spot is now live on the Audi YouTube channel. Featuring the all-new Audi R8 V10 plus, "The Commander" will air on Sunday, Feb. 7 during the first quarter of the Big Game. San Francisco-based Venables Bell & Partners created the commercial.
"The Commander" tells the story of a retired astronaut who rediscovers his lust for life. Viewers watch as the man, surrounded by memories of the golden age of space exploration, sits solemnly, deep in reflection. When his son hands over the keys to a new Audi R8 V10 plus, he gets behind the wheel and relives the thrill of a rocket-like ride under the stars. Viewers watch as newfound life stirs within the Commander. Audi reminds us that amazing things happen when we shoot for the moon.
The 2017 R8 is the fastest and most powerful Audi of all time. In its second generation, the all-new Audi R8 V10 plus has a top speed of 205 mph with a 3.2-second 0-60 mph time for "rocket-like" performance. The Audi R8 and R8 LMS racecar were co-developed and share approximately 50 percent of the same parts, including the V10 engine which is identical in both cars. The speed and precision of the all-new R8 was proven on the track this month, when the R8 LMS took home the checkered flag its category in the Daytona 24 Race Classic. The new R8 features the latest Audi technology including Audi Virtual Cockpit, which replaces the classic instrument panel; Audi connect® with 4G LTE connectivity; and available Google Earth™ satellite maps. The new Audi R8 goes on sale Spring 2016.
This is the eighth showing for Audi in the big game, and the second time the brand has featured the Audi R8, the model that started the company's growth trajectory in the U.S. In 2008, Audi launched the first generation R8 supercar with a commercial parody of the movie "The Godfather." The highly acclaimed spot marked the brand's Super Bowl debut and push into the competitive luxury market. Since then, the brand has experienced double-digit growth, setting a U.S. sales record of 202,202 in 2015, nearly five years ahead of schedule.
To view past Audi big game spots, please visit YouTube.com/AudiofAmerica.
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. The Audi Group delivered over 1,800,000 vehicles to customers globally in 2015, and broke all-time company sales records for the 6th straight year in the U.S. Through 2019, AUDI AG plans to invest about 24 billion euros - 70 percent of the investment will flow into the development of new models and technologies. Visit www.audiusa.com or www.audiusa.com/newsroom for more information regarding Audi vehicles and business topics.