WASHINGTON: Audi will air a 60-second TV spot during America’s SuperBowl on Sunday featuring the new R8, arriving in US showrooms in spring 2016.
The 60-second commercial titled “The Commander” tells the story of a retired astronaut who rediscovers his lust for life. Viewers watch as the man, surrounded by memories of the golden age of space exploration, sits solemnly, deep in reflection.
When his son hands over the keys to a new Audi R8 V10 plus, he gets behind the wheel and relives the thrill of a rocket-like ride under the stars. Viewers watch as newfound life stirs within the Commander.
A 90-second extended version of the spot is posted on the Audi YouTube channel. San Francisco-based Venables Bell & Partners created the commercial.
Audi said the 2017 R8 is the fastest and most powerful Audi ever. In its second generation, the R8 V10 plus with 610hp and 560Nm of torque has a top speed of 330kph with a 3.2-second 0-100kph time for “rocket-like” performance.
The R8 and R8 LMS racecar were co-developed and share around 50 percent of the same parts, including the naturally-aspirated V10 engine which is identical in both cars. The speed and precision of the R8 was proven on the track this month, when the R8 LMS took home the checkered flag in its category in the Daytona 24 Race Classic. The new R8 features the latest Audi technology including Audi Virtual Cockpit, which replaces the classic instrument panel; Audi connect with 4G LTE connectivity; and available Google Earth satellite maps.
The R8 features a new application of quattro all-wheel drive, and a more functional yet technologically advanced cabin. The R8 is the pinnacle of performance for Audi, with no other model bearing a closer tie to racing. Featuring an updated seven-speed S tronic dual-clutch transmission, which can shift gears in 120ms, the base V10 model, with 540hp and 540Nm of torque reaches 100kph in 3.5 seconds and top track speed of 320kph.
The R8 V10 plus weighd around 35kg less than the R8 V10, the V10 plus features standard Audi carbon ceramic brakes, carbon fiber rear diffuser, front lip spoiler, exterior mirror housings and fixed rear wing spoiler, and for the first time ever in the US, racing shell seats.
The base R8 will sell for US$162,900 (RM676,000) in the United States, while the R8 V10 plus will go for US$189,900 (RM789,000).
This is the eighth showing for Audi in the big game, and the second time the brand has featured the Audi R8, the model that started the company’s growth trajectory in the US. In 2008, Audi launched the first generation R8 supercar with a commercial parody of the movie “The Godfather.” The highly acclaimed spot marked the brand’s Super Bowl debut and push into the competitive luxury market. Since then, the brand has experienced double-digit growth, setting a US sales record of 202,202 in 2015, nearly five years ahead of schedule.
Past Audi big game spots can be viewed the Audi https://www.youtube.com/audiusa
Keyword: Audi shoots for the moon in new R8 reveal