Audi’s Super Bowl spot called “Release the Hounds” follows two pretentious inmates as they attempt to break out of a luxury prison. Challenging viewers to re-think luxury, the ad features a number of elements that recall the heyday of old luxury.
Audi’s 2011 Super Bowl also features the award-winning 2011 A8 sedan, Audi’s most technologically-advanced vehicle and the apex of Audi’s new luxury lineup.
Super Bowl XLV marks 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 once again delivers a fearless and intriguing Super Bowl spot that dares the viewer to re-think luxury. The 60-second TV advertisement was 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.
Audi Big Game News
Audi Taps Musician Kenny G for Super Bowl Spot
Audi today announced that Grammy-winning saxophonist Kenny G will make a humorous appearance in the brand’s 60-second spot during Super Bowl XLV. The ad, set to air in the first break after kick-off on February 6, 2011, will feature an adventurous prison escape scene that culminates with a comical cameo by Kenny G as the luxury prison Riot Suppressor.
If you need more Kenny G, visit Facebook.com/KennyG where it's Kenny G
all day, all night.
Audi Announces Social Media Plans for Super Bowl XLV
Audi kicks off Super Bowl® week online with multiple social media elements that allow fans to join the movement to re-define luxury. Starting today, fans can visit Facebook at audi.us/EstateSale and Twitter at http://audi.us/ProgressIs to RSVP to Audi’s two social media contests aimed at saying goodbye to old luxury and hello to Progressive Luxury.
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.
Past Big Game Audi Commercials
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.
Media Buzz
Audi Super Bowl Ad Features Kenny G
"Audi has developed a reputation over the last few years for running clever commercials, especially during the Super Bowl. Its ads have recalled everything from movies including “The Godfather” and “The Transporter” to the classic bedtime story “Good Night Moon.” Now the German luxury car maker, which has been on a long-term quest to vanquish bigger-selling, better-known rivals like Lexus, BMW and Mercedes-Benz, is bringing back that beloved decade, the 1980s. The spot it plans to run during the first break in Super Bowl XLV features saxophone player Kenny G and purports to show what he has been up to since his pop-star days of more than 20 years ago."
Sunday's Super Bowl the most high-tech ever
“Audi will make some Web history this year, including a Twitter hashtag at the end of its 60-second spot. Twitter users who use the hashtag #ProgressIs become eligible to win a test drive of Audi's R8 supercar and a $25,000 donation to a charity of their choice. Audi's ad is scheduled for the game's first commercial break.”
Ready for some Super Bowl ads? Groupon is
“Audi, which has a high-profile buy in the first commercial break after kickoff, has released just enough particulars to draw interest. Like several of the spots in the year’s lineup, the Audi commercial, titled ‘Release the Hounds,’ features a celebrity appearance — in this instance jazz musician Kenny G. He is tied into a story about two inmates who are trying to break out of a luxury prison. Just what a ‘luxury’ prison looks like remains to be seen.”
This Super Bowl: Audi Is Everywhere but Kenny G Keeps Things Calm
“The marketing people at Audi, like all good German engineers, have been the most efficient in coordinating these efforts. The result? A lot of laughs and a lot of hype, and we are still days away from kickoff. Bravo. This year's Audi ad theme is ‘Luxury has Progressed’, promoting the A8 sedan. The commercial will center around a luxury prison (think Bernie Madoff). In a teaser video which runs nearly three minutes, legendary musician Kenny G plays a successful ‘Riot Suppressor’ at the prison, making sure that when former titans of industry start rioting over handmade cigars, he keeps things calm by playing a sax. Just don't call him Kenny Z.”
Audi, Release the Hounds!
“Audi, one of the manufacturers who plan to take full advantage of the exposure provided by the Super Bowl, released this week the details of its 60-second spot which will air during the first break after kick-off. The spot is titled Release the Hounds (it has been developed by San Francisco-based Venables Bell & Partners), it involves two well-dressed inmates, a prison break attempt and ‘an unforgettable and comical cameo at the end,’ complete with a celebrity appearance. Below, you'll find a sneak peak at the Super Bowl clip, providing the background for the action we all will see during the Super Bowl. Filmed in documentary-style, the Startled Smart clip, as this preview is called, takes ‘at-risk youth inside Luxury Prison to teach them a hard lesson about the consequences of an opulent lifestyle.’”
Audi Taps Musician Kenny G for Super Bowl Spot
“Audi today announced that Grammy-winning saxophonist Kenny G will make a humorous appearance in the brand's 60-second spot during Super Bowl XLV. The ad, set to air in the first break after kick-off on February 6, 2011, will feature an adventurous prison escape scene that culminates with a comical cameo by Kenny G as the luxury prison Riot Suppressor.”
Out to Launch: Super Bowl Edition, Day 2
“Audi update: Remember that Audi Super Bowl ad I wrote about yesterday? Well, this morning, the snow gods aligned and I previewed the entire 60-second spot. Bad news is, I can't post it or tell you who makes an amusing final scene cameo. The person is totally unexpected until halfway through the ad, when an obvious hint is dropped -- but it's not until the very last scene that said person materializes. I think you'll like it.”
2011 Audi Super Bowl XLV Teaser Ad
“A teaser of ‘Release the Hounds’ a 60-second spot for Audi a quirky and funny escape from luxury. The end promises to have a ‘celebrity appearance’. The 2011 Super Bowl spot also will feature the award-winning 2011 A8 sedan, Audi’s most technologically-advanced vehicle and the apex of Audi’s new luxury lineup. The TV advertisement was created by San Francisco-based Venables Bell & Partners.”
First Look: Venables Bell & Partners and Audi Super Bowl preview
“Here's a sneak preview of Venables Bell & Partners' Super Bowl spot for Audi called ‘Release the Hounds.’ Look for the :60 in the first quarter of the big game.”
The players for Super Bowl XLV
“Super Bowl ad history: Audi returns for its fourth straight year. Last year the ‘Green Police’ spot touted the diesel-powered A3 TDI. Buy: The 60-second spot will be broadcast during the first break after kickoff. Model/ad theme: A8 flagship. The spot, being created by San Francisco-based Venables Bell and Partners, will dare viewers to rethink luxury. Why: The automaker aims to continue its Super Bowl presence and narrow its U.S. sales gap with luxury rivals BMW and Mercedes. Buzz: Audi says it plans to use Facebook to generate interest in the Super Bowl commercial with a mock ‘estate sale’ of ‘things that are less relevant these days’ than they used to be. Chief Marketing Officer Scott Keogh says there also will be sponsored messages on Twitter and a takeover by Audi of the YouTube home page on Super Bowl Sunday.”
How Super Bowl XLV Ads Are Taking Over Facebook
“’You need television spots that are obviously humorous and creative, that cause a conversation, that have some kind of cause or meaning behind it. Truth be told, the cause can only be sustained by social media,’ Scott Keogh, chief marketing officer for Audi, told AdAge. Premiering in the first break of the Super Bowl, Audi's ad will feature a custom hashtag so people can chat about the commercial online.”
Out to Launch: Super Bowl Edition, Day 1
“Audi is launching a 60-second TV spot in the first quarter entitled, ‘Release the Hounds.’ The ad encourages viewers to redefine luxury, a stance similar to ‘Good Night,’ a 60-second spot Audi launched during the NFL playoffs. Audi's 2011 A8 sedan is once again the featured car advertised. If the 60-second ad is as good as the teaser spot, viewers are in for a treat. I wonder if Camp Cupcake looks like the prison shown in ‘Release the Hounds.’ A luxury prison is our ad's setting, featuring well-dressed prisoners sipping champagne, in jail cells with pricey artwork and furniture. I love the woman wearing a green facemask. Her skin shouldn't suffer just because she's locked up. Two inmates escape from their cell but how far they'll get is unknown. I'm told there's a cameo at the ad's conclusion and I have a feeling it will be good. Watch the teaser here, created by Venables Bell & Partners.”
This Year's Super Bowl Traffic Jam
“The big game is a week away and anticipation for the ads is running high. The Super Bowl has become one of the nation's favorite events – not just because we love the game of football but because of what the creative geniuses come up with to keep us entertained between plays. The past couple of years have been a little ho-hum in my estimation, and for us auto enthusiasts, it has been a veritable drought of interesting ads. This year should be just the opposite. There are so many auto ads planned that it may be hard to keep track of them all. Let's start with a review of last year's participants….Audi ran the ‘Green Police’ ad, which combined humor and information along with a great song…This year, Hyundai will run three ads instead of two. Dodge will be back, with a lot to talk about with 6 "new and improved" vehicles. VW will run two ads. Kia will run a 60 second ad this year instead of a single 30 second ad. And Audi will be back for the fourth year in a row, with an ad that will run during the first commercial break.”
Super Bowl XLV Commercial Roundup: Audi, Chrysler, General Motors and More
“Audi is an old-pro at Super Bowl commercials, having given old luxury a run for its money two years ago with its hilarious, Godfather-inspired R8 commercial. This year, Audi will debut a commercial featuring its brand-new A8 large, luxury sedan.”
Tiffany & Co., Gilt Groupe, Audi already suiting up for the big game
“Many car brands see this as a huge opportunity to engage with fans and showcase their creative sides. For example, this will be Audi’s fourth straight year of advertising during the Super Bowl. This year will feature the Audi A8 and will focus on the evolution of luxury with the story of two well-dressed prisoners escaping from a luxury prison. Audi’s 2010 Super Bowl commercial featured Green Police, a soundtrack by Cheap Trick and its eco-friendly Audi A3 TDI.”
Marketers Suit up With Twitter, Facebook for 'Social Bowl'
“When Audi's ad debuts Feb. 6 during Super Bowl XLV in the first break in the game, it will contain a hashtag so viewers can follow conversations about the ad on Twitter. Will a majority of viewers have a clue what the symbol means? Probably not. But its mere presence is a sign that Super Bowl advertisers are tapping social media to extend their buy like never before. In Audi's case, the TV spot is the starting point and Twitter is the vehicle for extending the experience beyond the first pod of the game. ‘You need television spots that are obviously humorous and creative, that cause a conversation, that have some kind of cause or meaning behind it,’ said Scott Keogh, chief marketing officer. But ‘truth be told, the cause can only be sustained by social media.’”
It’s the Super Bowl – let’s get social!
“Audi began showing ‘companion ads’ to its Super Bowl spots during playoff games, playing on the theme of old and new luxury. The company said it also plans to launch a social media element related to that theme, utilizing Twitter and Facebook.”
Pressure is on to make Super Bowl ads
“The benefits of a successful Super Bowl ad can make it a worthwhile investment. ‘We've seen nothing but upside,’ said Scott Keogh, chief marketing officer for automaker Audi of America. The German luxury carmaker is running its fourth Super Bowl ad this year — a 60-second ad to be aired during the first quarter. Last year's spot, ‘Green Police,’ featured the Audi A3 TDI. The spot featured environmental police cracking down on polluters and kids drinking from plastic water bottles to a soundtrack from the band Cheap Trick. The spot, which got 115.6 million viewers, was the second-most-watched commercial in Super Bowl history, according to Nielsen ratings. Audi said 3.1 million viewers also saw it on YouTube. The automaker said the spot received more than 1.5 billion media impressions — the total number of readers or viewers who saw or read about the spot. That type of attention and excitement among Audi's dealers and customers is why the investment is worthwhile, Keogh said. When the company needed to get attention for its products, it turned to the Super Bowl because ‘it is the single biggest media platform in the U.S.,’ he said.”
TV: The Really Big Show That Ain’t Over Yet
“I’m projecting that TV ad revenues will climb by about 8 percent—a gain due, in large part, to the resurgence of the automakers’ fortunes. After opting out of the 2009 Super Bowl entirely, GM is back in the big game and in other big sporting events this year. Audi will also be looking to Sunday sports—the Super Bowl included—as it hunts for affluent drivers.”
Car ads back in the Super Bowl spotlight
“’The collection of advertisers this year would make you think that premium brands are going to play a big role coming up,’ said Tim Calkins, professor of marketing at the Northwestern Kellogg School of Management. ‘You have BMW, Mercedes and Audi. It’s a big shift.’”
Where the Stars Are for Super Bowl XLV
“Demi Moore, Ashton Kutcher and Kellan Lutz are slated to join a line-up of A-list celebrities at an intimate cocktail party at the swanky ‘Audi Forum Dallas’ on Feb. 4. In addition, Audi will be bringing a fleet of the brand’s luxury flagship sedan A8’s to transport the famed and fortunate from party to party over the weekend.”
The Week Ahead: Surging Viewers Draw Super Bowl Ads
“Dozens of other marketers now are putting finishing touches on commercials they hope will gain attention and ultimately drive business results. Among them are car makers, which have taken a keen interest this year in the gridiron matchup. Spots are planned by General Motors Co., South Korea's Kia Motors Corp. and sister car maker Hyundai Motor Co., Daimler AG's Mercedes-Benz and Volkswagen AG's VW and Audi luxury brands.”
Audi Releases the Hounds for Super Bowl XLV
“Following the Super Bowl prelude ad called "Goodnight", which aired during NFL playoffs, Audi has now revealed details of its 60-second TV spot set to air in the first break after kick-off of Super Bowl XLV. Titled ‘Release the Hounds,’ the spot will reportedly follow two well-dressed inmates as they attempt to break out of a luxury prison, challenging viewers to re-think luxury. The ad will culminate with what Audi calls an ‘unforgettable and comical’ cameo at the end.”
Sneak peek at this year's Super Bowl ads
“Audi, in its fourth consecutive Super Bowl ad, will use tuxedo-clad jailbirds for a gag on the concept of luxury. Audi says, ‘Challenging viewers to re-think luxury, the ad will humorously feature a number of elements that recall the heyday of old luxury.’ The 60-second spot, called ‘Release the Hounds,’ follows two well-dressed inmates as they attempt to break out of a luxury prison.”
Audi Super Bowl Ad Puts Redefined Luxury In Driver's Seat
“Audi unveiled some details about its 60-second spot that will air during the game's first ad break when attention is high. Yet it did not detail what could be the crème de la crème: the ‘cameo’ at the end. The automaker stated that the ad will ‘feature an irreverent, satirical overtone’ with ‘well-dressed’ inmates trying to escape a luxury prison. The concept is a redefinition of luxury with old luxury as a backdrop.”
Audi commercial predicted to be #1 spot
"Audi of America is making its fourth consecutive Super Bowl appearance and will be in the game's first commercial break."
Super Bowl ads play the social-media game
"Audi will seek out — and reward — its 10 "most active" social-media fans before the Super Bowl. It will award glitzy trips and other prizes to the fans whose social-media posts are most original and most numerous. "We're trying to use social media to glue everything together," say Scott Keough, chief marketing officer at Audi of America."
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