Audi in 2013 took the trend of premiering ads before Super Bowl Sunday one step further, crowdsourced the ending of this ad to the audience. The marketer in January posted three versions of its potential ad, each with a different conclusion, and let fans vote on the version they'd like to see run in the Super Bowl.
The winning entry showed a teenager who borrows his dad’s Audi to go to prom by himself. Feeling emboldened by the car, he kisses the prom queen in the middle of a packed dance floor, and drives away feeling pretty good about himself, even if carrying a considerable black eye.
The 60-second spot, created by Venables, Bell & Partners in San Francisco, aired in the first ad break after kickoff and was Audi’s sixth consecutive entry as a Super Bowl advertiser, following most recently 2012's "Vampire Party." It returned in 2014 with "Doberhuahua."
Directors: The Guard Brothers. Production company: Smuggler. Director of photography: Joost Van Gelder. Managing partners: Brian Carmody, Patrick Milling Smith. Executive producer: Allison Kunzman. Line producer: Pete Vitale.
Executive creative directors: Paul Venables, Will McGinness. Creative directors: Tyler Hampton, Erich Pfeifer. Art director: Matt Miller. Copywriter: Matt Keats. Director of integrated production: Craig Allen. Agency producer: Mandi Holdorf. Business leader: Colleen McGee. Account supervisor: Shannon Brewer.
Sound design: Stimmung. Sound designer: Gus Koven. Sound mix: Play Studios. Sound mixer: John Bolen. Editorial: Cut & Run. Editor: Steve Gandolfi.
AGENCY: Venables Bell & Partners
QUARTER AIRED: Q1