When it comes to Super Bowl advertising, we thought we’d seen it all. Last year, we had Kia giving us aliens, Mayans and even a dash of Poseidon, while Volkswagen shamelessly ripped off George Lucas (after paying him handsomely, we’re sure). This year, Kia has supermodel Adriana Lima, Chevy has a berserk college student, Lexus has a caged GS and Audi has… vampires.
I’d say the vampire meme is played out, but it’s way beyond played out. In fact, it’s played out, buried, dug up, killed with a stake through its heart and buried again. Then it’s dug up and cremated. Does anyone other than 16 year-old-girls and drug-addled goths even think about vampires these days? How many 16 year girls and goths do you think are in the market for a new Audi?
Also, don’t forget that you can get discounted new car pricing with a free quote through qualified local dealer partners.
I get what Audi is trying to communicate: it’s headlights are unique and very bright. Bright enough to send vampires scurrying up trees for cover. If that’s all you have to pitch your high-end luxury cars, it doesn’t speak well for your engineers (or your marketing team).
We’re big fans of Audi, which is probably why we’re so critical of this ad (which, in fairness, we haven’t even seen yet). Why not play up your racing success, or emphasize the stunning good looks of your cars, or the quality of your interiors instead of going for played-out pop culture cliches?
At least Kia’s giving us a supermodel with a checkered flag.
Kurt Ernst has been passionate about automobiles and driving nearly his entire life. His early years were shaped working in the family service station, though his real passion was auto racing. After graduating from the University of Colorado, Kurt spent a year club racing with the Sports Car Club of America, before focusing on a business career in marketing and project management. Later, his passion for writing and the automotive hobby found him freelancing for a variety of automotive news sites, including Automotive Addicts and Motor Authority, where his work was syndicated and appeared in several national publications. Recognized as an expert in the automotive field, Kurt joined Hemmings Motor News as an Associate Editor in 2013, and in the years since has progressed to Editor, Hemmings Daily; Managing Editor for Hemmings Motor News, Hemmings Classic Car, Hemmings Muscle Machines, and the Hemmings Daily; and now, Managing Editor, Hemmings Auctions. Kurt was instrumental in organizing the Hemmings Motor News Concours d’Elegance from 2013-2019, and has served as a judge at this event and The Vintage Racing Stable Concours d’Elegance. A Skip Barber Racing School graduate and prolific writer, Ernst is also skilled in copyediting, project management, brand development, and public relations.
