In Audi’s fourth consecutive Super Bowl spot, Kenny G makes a cameo as part of a pitch challenging viewers to “escape the confines of old luxury” with an Audi A8.
In retrospect, the minute-long castle breakout plays second fiddle to Audi’s claim of the first-ever use of a Twitter hashtag in a Super Bowl ad ("#ProgressIs").
Audi bolstered its play at social-media amplification by buying promoted-trend ads and hiring Klout to create a community of Audi-philes to tweet and retweet, for an end tally of some 12,000 tweets, according to Fast Company.
The campaign was created by Venables, Bell & Partners.
Director: Bryan Buckley, the prolific Super Bowl presence who also directed, among many other big-game spots, the 2011 game's Best Buy ad ("Ozzy vs. Bieber"). Production company: Hungry Man. Director of photography: John Lindley. Executive producer: Cindy Becker. Producer: Mino Jarjoura. Production designer: David Skinner.
Executive creative directors: Paul Venables, Will McGinness. Creative director/art director: Erich Pfeifer. Copywriter: Crockett Jeffers. Director of integrated production: Craig Allen. Senior producer: Emily Moore.
VFX/Post production: The Mill L.A. Executive producer: Sue Troyan. Producer: Arielle Davis. Shoot supervisors: Phil Crowe, Gawain Liddiard.
Editorial: Final Cut L.A. Editor: Rick Russell. Assistant editors: Jacob Kuehl, Ben McCambridge. Executive producer: Saima Awan. Producer: Jennifer Miller.
AGENCY: Venables Bell & Partners
QUARTER AIRED: Q1