Audi launches ‘Goodnight’ commercial, hits hard on Mercedes-Benz S-Class

Article by Christian Andrei, on January 13, 2011

Audi revealed today the new 60-second TV advertisement billed as a prelude to its upcoming Super Bowl ad. As you can see from the first seconds of the video, the new ad is inspired by Goodnight Moon, the 1947 children’s book by Margaret Wise Brown – known as one of the best-selling children books of all time.

The new ad says good night to the old luxury represented by the Mercedes-Ben S-Class, and says good morning to the new 2011 Audi A8 flagship sedan, presented as the most technologically-advanced vehicle the company has ever produced.

Some of the features presented on the 2011 Audi A8 are the 19-speaker Bang & Olufsen sound system, MMI touch, Audi pre-sense safety features and the Audi signature LED lighting.

Another car that will be featured in Audi’s upcoming Super Bowl TV ad is the widely known 2011 A8. The commercial will air at the first break after the Super Bowl starts on Sunday, February 6, 2011.

Scott Keogh, Audi of America’s Chief marketing officer, stated that the research conducted showed that clients’ impressions were based on nostalgia from memories created early in life. Keogh further added that ‘Goodnight’ wants to tap into this kind of memories to make the viewers feel nostalgic and make them change their perception of luxury.

He believes that the status in today’s world is not only measured by tradition but also by entrepreneurial success. Keogh concluded that this is why advanced and fresh symbols of luxury are needed to make them stand out from the crowd.

‘Goodnight’ will start airing on January 13 (Thursday) on cable networks. A debut on national network is slated for Saturday, January 15 and Sunday, January 16, on Fox and CBS during the NFC and AFC divisional matches.

The commercial is also expected to air during the Sunday morning’s new programs on CBS, ABC, NBX and Fox. This will be the fourth straight Super Bowl appearance for Audi, which will make it the only automotive company with that long presence in this match.

It is expected that Audi will present an interesting and fearless commercial in Super Bowl XLV, which should make the viewers rethink luxury. Venables Bell & Partners, a company from San Francisco, was given the task of creating the 60-second TV ad.

When asked why they chose the 2011 A8, Keogh stated that it is an award-winning model that represents all the standards of today’s evolving luxury – memorable and sophisticated design, the latest technology and top-notch performance.

The 2011 A8 has been described as a combination of incredible beauty and technological masterpiece. This model set the new standards when it comes to dynamism, luxury and efficiency.

A8 has the light-weight Aluminum Space Frame body, which lets it have the same or better fuel efficiency compared to current top hybrid vehicles. The A8 Sedan also offers a 19-speaker Bang & Olufsen sound system, Audi signature LED lighting, MMI touch and Audi pre-sense safety features.

Press Release

Audi Debuts Super Bowl Companion Ad During the NFL Playoffs

Audi today announced a new 60-second TV advertisement billed as a prelude to its upcoming Super Bowl ad. An evolution of Audi's ongoing campaign to redefine luxury, the companion spot taps into viewers' notions of old luxury with the help of an unlikely literary inspiration: Goodnight Moon, the 1947 children's book by Margaret Wise Brown, one of the best-selling children's books of all time.

The TV commercial titled "Goodnight" is inspired by the cadence and rhyme scheme of the original Goodnight Moon while taking the viewer on a journey through a traditional-style mansion laden with trite symbols of old, stuffy luxury. The 60-second spot methodically says goodnight to the age of old luxury, defined by gluttony and excess, and features the all-new 2011 Audi A8 flagship sedan, the most technologically-advanced vehicle the company has ever produced and the apex of Audi's new luxury lineup.

The highly-acclaimed 2011 A8 will also be featured in Audi's upcoming Super Bowl TV spot, set to air in the first break after kick off on Super Bowl Sunday, Feb. 6, 2011.

"Research shows that consumer impressions are based in nostalgia and formed at a very young age. In 'Goodnight' Audi taps into these memories to break through the nostalgia and re-establish what it means to achieve luxury," said Scott Keogh, chief marketing officer, Audi of America. "Today's luxury consumer exists in a world where status is no longer solely defined by tradition, but increasingly by their entrepreneurial accomplishments. As a result, they are seeking out new and more evolved luxury symbols that make them stand out from the crowd."

"Goodnight" begins airing Thursday, Jan 13, across cable networks, followed by a national network debut on Saturday, Jan. 15 and Sunday, Jan. 16, on CBS and FOX during the AFC and NFC divisional games. The spot also will air during the Sunday morning network news programs on ABC, CBS, FOX, and NBC.

Super Bowl XLV will mark the fourth consecutive appearance for Audi, the only auto maker in its class with Super Bowl presence for four years running. Known for its aggressive and fun approach, Audi will once again deliver a fearless and intriguing Super Bowl spot that dares the viewer to re-think luxury. The 60-second TV advertisement is being created by San Francisco-based Venables Bell & Partners.

"We chose to feature the award-winning 2011 A8 because it represents today's standard of progressive luxury – sophisticated, yet memorable design, the most advanced technology available, and unmatched performance," said Keogh.

The all new 2011 A8 sedan has been hailed as a technological masterpiece with striking aesthetics. Setting new standards of luxury, dynamism and efficiency, the A8 features a light-weight Aluminum Space Frame® body allowing it to achieve equal or greater fuel efficiency than leading luxury hybrid vehicles. Audi's flagship A8 sedan also features a 19-speaker Bang & Olufsen® sound system, MMI® touch, Audi pre-sense safety features and the Audi signature LED lighting.

The past three years Audi has delivered highly-rated spots, including last year's "Green Car" ad featuring the Audi A3 TDI, Green Car Journal's 2010 "Green Car of the Year," and a soundtrack created by rock legends Cheap Trick. The 2009 spot featured actor Jason Statham in a series of high-speed chase scenes involving luxury competitors, sending the dual message that luxury is evolving. The 2008 Audi spot delivered a parody of the movie "The Godfather" and signaled that the brand was ready to challenge the perceived luxury leaders by "putting luxury on notice."


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