My favorite Superbowl XLV commercial had to be one of the first ones that premiered, the Audi "Release the Hounds" ad. To me, it did everything that a good ad should. It was intriguing, told a story, kept me involved, was visually appealing and hit the right target.
The image of these old rich people in their golden jail cells, still wearing their ascots and drinking their champagne was both amusing and confusing. I had no idea what this ad would be for until the very end, but unlike many of the other Superbowl ads that use this technique, this one did not lose my attention.
It was humorous, "oh my spleen," using the fake pheasant (?) to hold up the gate, the show dogs as guard dogs and the Kenny G music all add moments that keep the viewers amused and engaged. There is a little bit of action too... I mean who doesn't like an old many busting feet first through a window?
The best moment comes in the end, when the one "inmate" gets into the Mercedes, after is friend tells him "its a trap" saying "my father had one of these" and you discover its an ad for Audi. Not only am I partial to Audi's myself, but I really liked the little knock on Mercedes and old money. When the guy speeds off in his Audi to freedom, he has that little bit of adventure in his eyes that Audi can bring to the target. My father, who probably fits into the target demographic, totally matches physically and emotionally to the guy driving the Audi. I don't know if this was just a good job by the casting director or a really good job by Venables Bell, but I think they hit the target market right on the spot.
The campaign, with the tagline "escape the confines of old luxury" extends beyond this commercial into an online auction on Facebook where they are auctioning off old luxury items for new ones and of course, the "necessary" twitter hash tag #luxuryis.
Good job Audi, you've convinced me. I'll get back to you in about 30 years when I fit that target...
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