German Audi spot features Hoffman

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[Ingolstadt, Germany] Dustin Hoffman is starring in a German commercial for Volkswagen Group's Audi A6 relaunch that plays on his role in "The Graduate," with the twist that this time the young woman he rescues at the altar from marrying the wrong man is his daughter. In the spot, they flee the church, jump into an Audi and Mr. Hoffman says, "You're just like your mother." The commercial also uses the song "Mrs. Robinson" from "The Graduate."

The spot by Publicis Groupe's Saatchi & Saatchi, Frankfurt, was scheduled to break in Germany on March 13, preceded by an excerpt from footage of the making of the spot. Like many celebrities who do foreign commercials, often exploiting their past successes, Saatchi said Mr. Hoffman's contract bans the spot from running in the U.S.

Saatchi, a global Toyota Motor Corp. network, is Audi's German agency. Audi's agencies participate in the Audi Agency Network, pitching against each other for creative assignments. Saatchi won the last pitch. Other Audi Agency Network members include Bartle Bogle Hegarty, London; McKinney & Silver, Raleigh, N.C.; Almap BBDO, Sao Paulo and Louis XIV, Paris.

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