Audi’s 60-second spot, “Release the Hounds,” will feature an adventurous prison escape scene and air in the first break after kick-off of Super Bowl XLV. Creative, via Venables Bell & Partners San Francisco, will feature a satirical overtone and follow two well-dressed inmates as they attempt to break out of a luxury prison. Challenging viewers to re-think luxury, the ad will humorously feature a number of elements that recall the heyday of old luxury and will culminate with a comical cameo at the end.
“Release the Hounds” is a continuation of the Audi’s mission to define Progressive Luxury. During the NFL playoffs, Audi aired a 60-second Super Bowl prelude ad dubbed “Goodnight,” which tapped into viewers’ notions of old luxury with the help of an unlikely literary inspiration: Goodnight Moon, the 1947 children’s book. The 60-second spot said goodnight to the age of old luxury by taking the viewer on a journey through a traditional-style mansion, and ended by introducing the all new 2011 Audi A8 sedan.
The 2011 Super Bowl spot also will feature the 2011 A8 sedan, Audi’s most technologically-advanced vehicle and the top of its luxury line.