Audi has been a consistent presence in the Super Bowl, having shown seven commercials in the past games. One of those commercials occurred during Super Bowl XLII, when the New York Giants ended the New England Patriots’ undefeated season. The athletics aside, Audi remembers that game for an entirely different reason. That was the day it aired a commercial featuring the first generation Audi R8, the car that jump started the brand’s incredible sales growth in the U.S.
Eight years later and the German automaker has found itself in an oddly familiar position as it returns for its eighth go-round in the Super Bowl with a new 60-second commercial that features the all-new Audi R8 V10 Plus. The commercial is called “The Commander” and tells the story of a retired astronaut that has lost purpose in his life. He just sits blankly in his chair as he reflects on the memories he experienced in his old line of work. It isn’t until his son arrives that he stirs back to reality after Junior hands over the keys to the new R8 V10 Plus. And just like that, the thrill and excitement of adventures come rushing back in as he gets behind the wheel of the Audi and rockets out into the night.
Unlike the goofy approach that defined the “Godfather” commercial back in 2008, “The Commander” is a lot mellower, playing to the emotional attachment we all have for the things that give our lives purpose. When it’s lost, it’s hard to get it back. But that’s exactly what Audi’s message is for the new R8. It’s the kind of car that’s going to bring some life back to those veins, just the way it did for the Commander.
Continue after the jump to read the full story.
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