“Shoot for the Moon, even if you miss you’ll land amongst the stars” – someone on Audi’s advertising team was clearly given this inspirational quote on a mug for Christmas.
The advert, titled ‘The Commander,’ is going to run during one of the highly coveted slots during the 50th annual Superbowl.
Bound to be one of the most talked about adverts, due in part to the use of David Bowie’s iconic 1972 song ‘Starman’ following his death last month, the advert unveils the 2017 Audi R8 V10 Plus. The car is the catalyst that revitalises a downtrodden elderly man in the advert. After driving Audi’s R8 the man recaptures his feeling of youth. The 2017 R8 is the fastest and most powerful model ever made, a spokesperson for Audi says, with a top speed of 205 mph and a zero-to-60 acceleration of 3.2 seconds. So though this falls short of rocket speed, we admire Audi for their poetic licensing.
They released a short clip of the video, seen above, but the proper unveiling of the Venables Bell & Partners created advert will be aired during Sunday’s Superbowl. It is revealed that the old man is a retired astronaut, and the general metaphor of the advert is that driving Audi’s newest supercar conjures up a sense of wonder and replicates an out of this world experience. Though it is quite clearly a bit of a stretch – or we can call it ‘artistic license’ if we are feeling generous – the Moon has become a bit of a muse for the German carmakers. Not only do they have this newest ad, set to air in one of the most watched televised events around the world, they have a virtual reality tool recently built and unveiled for its dealerships that lets you, amongst many other things, put a car on the moon. Because when purchasing a new, expensive car what logical person doesn’t factor lunar activity into the pro and con lists? Additionally the company have recently sponsored a moon rover, simply because they can.
We’re not entirely sure what the Moon has to do with a German luxury automobile company, but with advertising campaigns that combine literal stars with the unequivocal star power of Audi and Ziggy Stardust we’re not going to question it. Just sit back, enjoy the advert and let your imagination take off.