Audi Super Bowl Spot to Feature 'Godfather' Motif

Commercial Aims to Represent 'Classic American Struggle' Over Luxury

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DETROIT ( -- Audi of America will tap into Paramount's "Godfather" movie saga for its 60-second Super Bowl commercial, which will show off the sleek R8 sports car.
Audi will use a 'Godfather' theme in its Super Bowl sports car commercial.
Audi will use a 'Godfather' theme in its Super Bowl sports car commercial.

Scott Keogh, chief marketing officer of Audi, declined to comment when asked by Advertising Age whether the spot would integrate the modern-day car with historic film footage.

"If you look at 'The Godfather,' the movie is about a classic American struggle," he told Ad Age at the North American International Auto Show. The automaker, he said, is in a "classic struggle against old views of luxury. ... Audi, of course, represents the new luxury."

The arm of Volkswagen of America will also set up a temporary Audi Forum in Scottsdale, Ariz., near where the Super Bowl will be played. For four days before kickoff, Audi will host a driving area for VIPs, invited guests and the press. Audi also has permanent forums in New York and Sonoma, Calif. To educate Americans about Audi's new, clean diesel cars, the marketer will allow key influencers to drive them in the U.S. starting in March.

Behind the scenes
Los Angeles nightclub Hyde will host its traditional pregame parties at the temporary Audi Forum for three nights leading up to the game, Mr. Keogh said. The automaker will launch a website the evening of the Super Bowl that will show behind-the-scenes footage of the making of the commercial, from agency Venables Bell & Partners, as well as the shifts going on in the luxury market.

Audi of America reported record U.S. and global new-vehicle sales in calendar 2007. The A5 will arrive in March, the redone A4 sedan in September. Audi also has planned ad buys during broadcasts of the Academy Awards and the Summer Olympics, Mr. Keogh said.
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