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Super Bowl Pick

  • Writer: Himanshu Arora
    Himanshu Arora
  • Feb 8, 2019
  • 4 min read

Updated: Feb 9, 2019


Source: CNet

I’ve never been a sports person. I used to play soccer in school and when I started undergrad, I realised that I’d rather not sweat and gasp for air every 47 seconds and instead, spend my time playing guitar and pretend I’m on a big stage playing a mental fast solo to 3 people who stand with their arms crossed and nod in approval. That’s a musician joke. But essentially, I didn’t find sports entertaining anymore. Don’t get me wrong, I appreciate the skill and all the good about playing a sport, but I’d rather play than take pride in other people’s ability to play. I don’t understand die-hard sport fans who don’t play the sport themselves.


But this isn’t about that. Really. When I moved to the States, I decided to embrace the culture and expose myself to the way of life. The Superbowl, the largest sporting event is such an integral part of the culture, not only because of the game itself, but, the commercials. With an expense of almost 5 million USD for a spot, companies are known to spend their entire marketing budget to make a statement that grabs over 98 million eyeballs. As a marketing student, I wanted to indulge in this experience. So, I visited my friend, we had beer, pizza, chips, and a room full of Patriot fans. I found the game rather underwhelming, but the commercials, were great. Audi’s “Cashew” is the one that stood out the most.


The Commercial


Along with being funny, the commercial subtly conveys a few messages about the brand. Nothing too loud, or too pushy, but yet, important messages. The ad is engaging. (Fun Fact at the bottom. Hint: I’m a Rush fan) The opening shot with the hand graze and the grasslands sets such a familiar tone to the whole thing. This becomes the hook. The music of course, reminiscent of a very motivational and nostalgic soundtrack (“Man Of Steel” anybody?). The cover comes off to unveil the car, nothing too loud or flashy. As the music builds and the car sparkles to life, the man revels in the driver’s seat. It all abruptly stops to show the man choking in his seat. A quick transition to real life shows a woman performing the heimlich maneuver on the man choking in his office cubicle. He survives of course. “Lucky man” says the lady who saved his life. The man, knowing what awaited him on the other side, obviously, doesn’t think so. The commercial ends with, “A thrilling future awaits. On earth” and “One third of all new Audi models will be electrified by 2025”. Funny? Yes, a little bit. Unexpected but familiar? YES! Is pineapple better than watermelon? Close.


What I particularly like about this ad is that it makes a statement and conveys Audi's vision. It underlines the commitment to move towards electric cars and contribute to a sustainable environment. Plus, it sheds light on the future models. It didn’t do that with a corny, activist “hero”, a “green energy”, or a “built from nature” (KIA, Prius, BMW) self-righteous preachy commercial. Last year, we saw a lot of political ads, but the commercials this year leaned more towards traditional advertising, with celebrities, gags and humor. The ad was relatable and acknowledges that the customer is smart and can make intelligent decisions. It was about keeping the customer hooked, and telling them, “hey, we care about the future, and we’re bringing better cars to you. What’s more, we care about sustainability and this is our vision”. The E-tron concept car and other future models under the covers were enough tease for the grease monkeys. Also, you noticed the “Electric has gone Audi” right?


The Impact


Keeping in mind that pineapples are in fact the best fruit in the world, let’s talk about how successful the commercial was. The spot increased website traffic by 691% and has generated over 7 million views on the official AudiUSA Youtube page in 4 days. On facebook, the video has seen over 569 shares. Furthermore, Audi saw a 116% increase in brand lift and over 13,578% lift in searches for the Audi e-tron GT on Edmunds. It even led to the launch of a GoFundMe Campaign by Planter Peanuts’ Mr. Planter. The petition is for the “Cashew guy” to get the car. PETA even shared a vegan cashew recipe on twitter. Hashtags such as #etronGT, #takecharge have seen a 23% boost since the ad. On Twitter, the video has seen over 91k views and 640 reposts. We’ll know the full impact of the ad in a few weeks, but for now, we can clearly see the mixed, but mostly positive response to the ad.


Does the brand face complaints, have issues with their recent recalls, and problems regarding breaks? Of course they do. But bear in mind, this spot is not about that. This spot is about their vision and their future. Just because they have a great ad, doesn’t mean they have a great product. Audi has made a promise and now they have to work tirelessly towards it and ensure they commit from a product and service standpoint.

Fun Fact


The fun fact: I’m just going to leave this here. Lyrics from a Rush song, Red Barchetta.

My uncle has a country place That no one knows about. He says it used to be a farm Before the Motor Law…

And on Sundays I elude the Eyes, And hop the Turbine Freight to far outside the Wire Where my white-haired uncle waits…..

I strip away the old debris That hides a shining car: A brilliant red Barchetta from a better vanished time. We fire up the willing engine…….

I leave the giants stranded at the riverside. Race back to the farm To dream with my uncle at the fireside.”

Sound familiar?



 
 
 

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