Last week Audi announced that it would be advertising on the 2011 Super Bowl. This will be the fourth consecutive Super Bowl for Audi.
The announcement isn’t a huge surprise. Audi is committed to building its business in the U.S., gaining ground on other luxury brands such as Lexus and BMW. Over recent years Audi has made substantial headway but the brand still lags far behind. With this in mind, the Super Bowl is a logical advertising venue due to its broad reach. Perhaps more importantly, advertising on the Super Bowl is a symbolic gesture; it says that Audi is investing for growth in the U.S. Dropping out of the Super Bowl would raise questions about Audi’s level of commitment to the U.S. market.
Audi will be running new creative in 2011. This is very consistent with Audi’s approach of changing its advertising theme each year. Four years ago Audi ran a rather striking spot that played off “The Godfather.” In 2008, Audi ran a commercial featuring a lively car chase scene between luxury brands. Last year Audi featured the Green Police and an environmental message.
Creating a new campaign every year is challenging; you have to come up with another unique and compelling idea. It is far easier to stick with a proven creative theme. E-Trade, for example, has stuck with the talking babies for several years. And Go Daddy relies on the Go Daddy Girl year after year.
Over the past three years, however, Audi has proven it can create solid Super Bowl spots that build its brand. I suspect we’ll see another impressive spot in 2011.