Audi’s 60-second Super Bowl spot will feature an amusing skit with Grammy-winning saxophonist Kenny G. Coined, “Release The Hounds,” the ad is airing in the first break after kick-off on February 6, 2011.
The commercial portrays a fake prison escape scene with Kenny G posing as the jail's Riot Suppressor. But this isn’t just any prison—it’s a luxury facility for well-heeled inmates who are being “startled smart” (vs. scared straight) for their opulent lifestyles. We’re talking hard-core indulgers who favor hand-rolled, cigars, polo shirts and boat shoes, silly antiques and gross habits like licking the bottom of a caviar jar.
The advertisement, says Audi, challenges viewers to re-think luxury. They chose Sax man Kenny G for his timeless music that “brings the audience back to a certain era.”
Audi is one of eight brands, including Chrysler Group, Kia, Hyundai, Mercedes-Benz USA, Chevrolet, BMW and Volkswagen, that are competing for Super Bowl glory. Audi has a track record of producing good feed.
For the past three years the company has delivered highly touted commercials including last year’s “Green Car” featuring the Audi A3 TDI with a soundtrack created by rock legends Cheap Trick. A 2009 spot with actor Jason Statham (from the new movie Mechanic) showed a series of high-speed chase scenes involving luxury competitors and Audi’s 2008 ad delivered a parody of the movie “The Godfather.”
Audi’s theme, “say goodbye to old luxury and hello to progressive luxury ,” is also taking an online audience. Enthusiasts can enter two social media contests, on Facebook at audi.us/EstateSale and Twitter at http://audi.us/ProgressIs, and win prizes including an antique pocket watch, which, true to theme, can be traded up for a more progressive R8 Chronograph timepiece. The grand prize, a track weekend with the Audi R8 in Sonoma, California, comes with a $25,000 bonus to the winner’s charity of choice.
Check out the online teaser video featuring Kenny G as the Riot Suppressor at YouTube.com/AudiofAmerica.