The Audi R8 advertisement presented at the 2016 Super Bowl stood out not only for its astonishing (90 sec) length among the typically strong advertising field. This spot is a true work of art: a moving, powerful, and inspiring tale of a retired astronaut who takes us all to the skies…
The main character of the story is an elderly astronaut, the „Commander,” who sits in his room, broken and having lost his connection to life. The wall and the display cases tell of the Apollo space program relics from the golden age of space travel and hint at the Commander's past. Into this environment arrives his son, who sadly sees that his father hasn't touched the food again. He approaches his father and says, „Come with me, Commander!” – then hands him the keys to the Audi R8.
From this point on, the story takes an exciting turn. The past and present intertwine: the elderly man relives the most beautiful days of his life before our eyes. We can see him in his prime as he boards the Apollo spacecraft as a young astronaut at Cape Canaveral. The same burning gaze is fixed on the dashboard of the Audi R8, which puts space technology to shame, as was directed at his comrades in the ecstatic moment of launch.
The Commander starts the sports car, and the Saturn-V rocket also roars to life at the launch pad: thus, the spacecraft and the sports car, father and son, speed away.
Which boy hasn't dreamed of conquering the Moon one day? The contemporary audio and video recordings help to recall the moment of conquering outer space and the childlike longing to be part of this adventure. This is the great magic of the spot, as it addresses men aged 40+ by building on this childhood dream: the paying target group. The choreography precisely doses the emotional impulses: the unmistakable countdown from ground control (CAPCOM), the emotions reflected on faces, the moment of unrestrained joy.
The advertisement reaches even further back, as the father-son relationship, the appreciation of the other, the care, and the love of technology also carry a strong emotional message. The same can be said for the basic situation itself, as our subconscious is strongly affected by seeing a „superhero” vulnerable, fragile, and aged – humanly. All of this is reinforced with clockwork precision by the brilliant choice of music: David Bowie's song "Starman" is definitely a hit (also a tribute from the creators to the musician who passed away in January 2016).
„The Commander” is an outstanding example of advertisements that show how to build a global brand smartly, elegantly, and emotionally. Because there is a very conscious, masterful brand building taking place that connects the brand with space travel, men's childhood dreams, the love of speed, and technology. No matter how masculine this advertisement may seem, it equally speaks about (father-son) relationships, friendship, and shared joy. All these values seep into the AUDI brand's image set as well.
