Audi will use the Super Bowl to debut a new global ad campaign. The Volkswagen Group-owned luxury brand confirmed the ad buy on Tuesday, but did not share creative details or the length of the spot. The automaker only noted to Ad Age, an affiliate of Automotive News, that it will be “occupying one of the world’s most coveted ad breaks.”
The confirmation comes about a month after Audi announced the selection of ad agency 72andSunny Amsterdam to handle a global campaign that would be aimed at redefining Audi’s “Vorsprung durch Technik” marketing slogan, which translates to “progress through technology.”
The buy marks Audi’s second straight Super Bowl ad and the eleventh time it will appear in the game. In recent years, the brand’s in-game ads have been handled by its U.S. agency, Venables Bell & Partners. 72andSunny was hired for the global campaign on a project basis. It was previously unknown how much 72andSunny’s work would appear in the U.S., but the Super Bowl buy makes clear that it will get significant media support here.
Audi used last season’s game to tout its electric vehicle ambitions with a 60-second spot that had a comedic tone.
Audi is the fourth auto brand to publicly confirm a Super Bowl ad buy, following Hyudai, Kia and Porsche, which is also owned by VW Group. See all the brands confirmed to air ads in Super Bowl LIV here.
The campaign amounts to a significant effort for a vehicle that is being launched into an EV market that remains niche, despite much hype.
Year-to-date, 175,350 electric vehicles have been sold in the U.S, which is less than 2 percent of all vehicle sales, according to figures provided by Kelley Blue Book sourced from insideevs.com. Tesla dominates EVs, selling 491,602 since 2010, compared with just 9,787 by Ford.
But the Mach-E represents a mindshift for Ford, which had previously sold electrified versions of more economy-minded models, like Focus, rather than a brand like Mustang that is known for performance. “This is a huge play by Ford to get serious about EVs,” says Karl Brauer, executive publisher of Kelley Blue Book. It is as much of a corporate branding play as anything, he notes, driven by a desire to be perceived by consumers and analysts as “a forward-thinking, progessive company.”
Ford’s push follows moves by other high-performance brands to take on Tesla, including Audi, which has poured significant marketing behind its new “e-tron” SUV, the first of three battery electric vehicles the luxury brand will introduce over three years. Jaguar, meanwhile, has run TV ads for its electric I-PACE SUV, including one that uses the phrase “roar silently.”
But Brauer says Ford’s Mach-E fills a gap for U.S. buyers who prefer domestic brands and might be lured into buying an EV backed by an iconic brand such as Mustang that has been around a lot longer than Tesla.
Still, he says that does not guarantee the Mach-E will be “an overnight success.” There “is not going to be a single model that comes out in one fell swoop and turns the world into an EV-buying world,” he adds. “It’s going to be a long process of knocking down barriers and knocking down resistance from various demographics one-by-one.”
Ford is targeting a group of buyers it refers to internally as “lovers of the new,” which it refers to in internal documents as “LOTN.”
“These are folks who are younger, more educated, more affluent,” VanDyke says. “Most of them...have never shopped Ford before. So we are absolutely interested in expanding the audience and bringing new people into the brand.”
Still, Ford wants to avoid turning off Mustang loyalists, some of whom might find anything resembling an SUV to be blasphemous for the pony car brand built on sports coupes. That is why Ford put an emphasis on reaching out to Mustang clubs, including flying members of the enthusiast groups to Detroit to get a behind the scenes look at the Mach-E. Some members of California-based Mustang clubs were scheduled to participate in Sunday’s reveal event.
Ford is also trying to leverage its network of 2,000 dealers who are “certified, trained EV dealers,” VanDyke says, referring to the vast dealer network as a “competitive advantage” over Tesla. The dealers, he says, “are completely motivated to activate their active their loyal owner base.”