Audi Reveals Details of Super Bowl Ad

Audi Reveals Details of Super Bowl Ad

- Audi's 60-second spot, "Release the Hounds," will feature an adventurous prison escape scene

- Spot will air in the first quarter

- The all-new 2011 A8 sedan will be the featured vehicle

HERNDON, Va., Jan. 28, 2011 /PRNewswire/ -- Audi today revealed details of its 60-second TV spot set to air in the first break after kick-off of Super Bowl XLV. The spot called "Release the Hounds" will feature an irreverent, satirical overtone and follow two well-dressed inmates as they attempt to break out of a luxury prison. Challenging viewers to re-think luxury, the ad will humorously feature a number of elements that recall the heyday of old luxury and will culminate with an unforgettable and comical cameo at the end.

(Photo: http://photos.prnewswire.com/prnh/20110128/DE37817 )

"Release the Hounds" is a continuation of the Audi's mission to define Progressive Luxury. During the NFL playoffs, Audi launched a 60-second Super Bowl prelude ad called "Goodnight," which tapped into viewers' notions of old luxury with the help of an unlikely literary inspiration: Goodnight Moon, the 1947 children's book by Margaret Wise Brown. The 60-second spot methodically said goodnight to the age of old luxury by taking the viewer on a journey through a traditional-style mansion, and ended by introducing the all new 2011 Audi A8 sedan.

Audi's 2011 Super Bowl spot also will feature the award-winning 2011 A8 sedan, Audi's most technologically-advanced vehicle and the apex of Audi's new luxury lineup. The 60-second TV advertisement is being created by San Francisco-based Venables Bell & Partners.

The past three years Audi has delivered highly-rated spots, including last year's "Green Car" ad featuring the Audi A3 TDI, Green Car Journal's 2010 "Green Car of the Year," and a soundtrack created by rock legends Cheap Trick. The 2009 spot featured actor Jason Statham in a series of high-speed chase scenes involving luxury competitors, sending the dual message that luxury is evolving. 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 by "putting luxury on notice."

ABOUT AUDI

Audi of America, Inc. and its 276 U.S. dealers offer a full line of German-engineered luxury vehicles. AUDI AG is among the most successful luxury automotive brands globally. During 2009 Audi outsold all other luxury brands in Europe, while in the U.S. market Audi posted the largest market share gain of any luxury automotive brand. Over the next few years, AUDI AG expects to spend nearly $2 billion annually on new products and technology. Visit www.audiusa.com or www.audiusanews.com for more information regarding Audi vehicle and business issues.

SOURCE Audi of America, Inc.

Photo:http://photos.prnewswire.com/prnh/20110128/DE37817
http://photoarchive.ap.org/
Audi of America, Inc.

CONTACT: Andrew Lipman, Mobile +1-917-691-8000, Andrew.lipman@audi.com, or Genesa Garbarino, +1-212-373-6155, genesa.garbarino@pmkbnc.com

Web Site: http://www.audiusa.com

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