Audi’s Super Bowl Ad Will Bring Your Dreams Crashing Back Down to Earth, Touts Electric Car

The 60-second spot promotes Audi's e-tron GT concept car

Audi's Super Bowl ad used humor to promote its electric vehicles. Audi
Headshot of Katie Richards

Prepare for the unexpected in Audi’s 2019 Super Bowl spot.

The 60-second spot (Audi’s 10th ad in the Super Bowl) is slated to run during the second quarter of the game. Venables Bell & Partners is behind the creative for “Cashew.”

“The biggest night in football offers a national platform to share our commitment to electrification while showcasing the future of electric performance with the Audi e-tron GT concept, which Audi anticipates going into production in two years,” Loren Angelo, vp of marketing, Audi of America, said. “Discerning viewers will also notice a cameo by the e-tron SUV, which is scheduled to hit U.S. showrooms in the second quarter of this year.”

The ad opens in a utopia-like world, with the star of the spot walking slowly up to a secluded home. He sees his grandfather sitting on the front steps and they embrace. His grandfather then takes him to the garage to show him an Audi e-tron GT concept, and our main character is in awe. He steps into the car, sits behind the wheel and starts to see a bright, white light, but suddenly, he’s hoisted back.

The ad concludes with the line, “A thrilling future awaits. On Earth,” while Norman Greenbaum’s “Spirit in the Sky” plays the ad out. It’s mildly dark, but highly entertaining and an interesting move for the brand considering most of Audi’s past Super Bowl spots have had a more serious tone. In 2017 Audi had a spot about female empowerment, titled “Daughters,” dedicated to discussing equal pay. The year before Audi aired a touching spot about an aging father and his son, set to David Bowie’s  1972 song “Starman.”

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@ktjrichards Katie Richards is a staff writer for Adweek.