It’s no secret the automotive industry is back. The buzz around the current North America International Auto Show provides a prime example. And on Feb. 6, a more expensive example will be showcased in Super Bowl XLV.
At last count, eight automakers — Audi, BMW, Chrysler, General Motors, Hyundai, Kia, Mercedes-Benz and Volkswagen — have purchased advertising time. Several other automotive-related companies have also purchased commercial time.
According to a report in AdAge, several automotive advertisers have purchased multiple 30-second commercial slots, others will have one-minute spots — the most expensive ad rate in any communications medium.
Super Bowl commercials are often as much of the anticipation of Super Bowl Sunday as the game. Automakers, like other advertisers, release commercials at their own discretion as the Super Bowl approaches.
Audi is at the front of pack for Super Bowl XLV. It’s released its so-called companion commercial for its nearly $80,000 Audi A8. The commercial is a takeoff on the revered 1940s Children’s Book “Goodnight.”
According to technology online magazine I4UNews.com, the 60-second spot “methodically says goodnight to the age of old luxury, defined by gluttony and excess, and features the all-new 2011 Audi A8 flagship sedan, the most technologically-advanced vehicle the company has ever produced and the apex of Audi’s new luxury lineup.”
The video is below:
Article Last Updated: January 14, 2011.
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A sports, travel and business journalist for more than 45 years, James has written the new car review column The Weekly Driver since 2004.
In addition to this site, James writes a Sunday automotive column for The San Jose Mercury and East Bay Times in Walnut Creek, Calif., and a monthly auto review column for Gulfshore Business, a magazine in Southwest Florida.
An author and contributor to many newspapers, magazines and online publications, James has co-hosted The Weekly Driver Podcast since 2017.