| 标题 | Piranhna |
| 广告公司 | Venables Bell + Partners |
| 广告战役 | Piranhna |
| 广告主 | Audi |
| 品牌 | Audi |
| 首次发布日期 | 2008 / 2 |
| 产品 | R8 |
| 行业领域 | 轿车 |
| 广告口号 | Putting old luxury on notice |
| 剧情简介 | The TV spot is reminiscent of a memorable scene from the iconic classic, The Godfather. The Horsehead scene was a warning shot. In this case, Audi does it's own warning shot, by putting "old luxury on notice". |
| 哲学 | With that in mind, Audi kicked-off 2008 with a bold statement in the Super Bowl. The spot challenges the old guard of luxury with the introduction their super-car, the Audi R8. The TV spot was the spark, but the fire didn't stop there. A fully integrated campaign, anchored by the spot in the Super Bowl. Prior to the Super Bowl, Audi garnered significant pre-SB buzz with exclusive and non-exclusive PR stories. Audi also offered a sneak-preview of the spot to existing owners and hand-raisers using direct email. During SB week, Audi created the Audi Forum Phoenix for VIPs and special events. On Super Bowl Sunday, the TV spot launched. Immediately following the airing, truthinengineering.com launched with Behind-the-Scenes footage and specially-developed content. The day after the SB, the spot aired during the Today Show and Good Morning America. The spot was seeded through online community sites and top sites for Super Bowl voting. |
| 问题 | In America, there are three brands that have long dominated the consumers minds in the luxury segment: BMW, Mercedes Benz, Lexus. Audi of America believes that luxury consumers deserve a progressive offering in the luxury segment. The objective was to challenge the conventional thinking of luxury and shift consumers thinking to consider Audi. |
| 结果 | This campaign was a touch-down with client, consumers and the press. Audis TV spot was consistently mentioned among the tried-and-true Super Bowl advertisers (Budweiser, Pepsi): received props for Super Bowl pre and post buzz (#5 for pre-SB buzz, #3 for post-SB buzz), source: Nielsen. Also cited as one of the top commercials during the Today Show, #1 on Yahoo. In total, Audi was mentioned in over 502 press stories (500+ impressions). Consumers acted-on the commercial by visiting the site (57% increase of web traffic in 3 days following the SB). Over 2MM online views of the spot in community sites. |
| 媒体类别 | 电视 |
| 长度 | |
| 制作公司 | Biscuit Filmworks LA |
| 制作公司制片 | Craig Allen |
| 创意总监 | Greg Bell |
| 美术指导 | Jonathan Byrne |
| 摄影指导 | Toby Irwin |
| 导演 | Noam Murro |
| Other | Erik Peterson |
| 文案 | James Robinson |
| 创意总监 | Paul Venables |