Audi to showcase A3 sedan in Super Bowl spot

Audi is banking on a Super Bowl ad to build anticipation for the A3, which goes on sale next spring and will become the German luxury brand's lowest priced vehicle with a starting price of $30,795, including shipping.
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Audi of America said today that it will feature its new A3 sedan in an advertisement during the 2014 Super Bowl, a clear sign of Audi’s high hopes for its rival to the Mercedes-Benz CLA in the fast-growing compact-luxury segment.

It will be the seventh straight year that Audi has advertised during the Super Bowl TV broadcast, America’s most watched advertising event.

The German luxury brand has won accolades for its recent Super Bowl spots, including last year’s “Prom,” in which a shy teenage boy drives to the prom in his father’s Audi and is inspired to be more daring.

Audi hopes that this year’s spot will serve to build anticipation for the A3, which goes on sale next spring and will become the German luxury brand’s lowest priced vehicle with a starting price of $30,795, including shipping.

Audi is gearing the car toward technology-savvy buyers by cramming the compact sedan with features such as a dedicated 4G LTE wireless connection and Audi’s MMI navigation and entertainment system.

“As one of the most highly anticipated viewing events of the year, the Super Bowl is the perfect venue to launch the all-new, technology-advanced Audi A3,” Loren Angelo, director of marketing at Audi of America, said in a statement. The car is “set to be a game changing vehicle for Audi in the U.S.,” Angelo added.

Audi gave few details about the planned 60-second spot, aside from saying it is being created by San Francisco-based Venables Bell & Partners, Audi’s advertising agency of record, and that it will be directed by Noam Murro.

Murro also directed this year’s heavily played Audi ad “Moment of Truth,” in which people frantically rush to warn a woman before she fills an Audi sedan with diesel fuel, not realizing that the Audi is meant to run on diesel.

Audi says its Super Bowl spot will air during the first in-game commercial break after the start of the third quarter. The game will air on Fox on Feb. 2.

You can reach Gabe Nelson at gnelson@crain.com.


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