On February 3rd, 2013, Venables Bell & Partners created an advertisement for the German automobile distributor and manufacturer company, Audi, to premiere during the 47th Super Bowl in New Orleans, Louisiana. Venables Bell & Partners, in my opinion, beautifully told a great story to make their products even more appealing the general audience through its humor and general theme of bravery.
Venables Bell & Partner’s main goal with this advertisement is to make Audi products attractive by presenting the main character to become more courageous by driving his father’s Audi. The advertisement begins with the main character getting ready for his senior prom. He is a bit upset since he is going to prom without a date. His parents recognize that their son is sad because of the situation, so the father hands him the keys to an Audi automobile, and encourages his son to “have fun tonight.” As soon as the main character starts driving the Audi, his character becomes more confident, and even a bit daring, since he parks in his principal’s parking spot. He continues towards his school’s gymnasium, where he spots a pretty girl who the audience is supposed to assume is a popular girl in the school and admired by the main character. The main character smoothly walks up to the girl, gives her a romantic kiss later revealed that she enjoyed, while being cheered on by their classmates. After the kiss, the pretty girl’s prom date has just seen what had happened from a distance and is not happy one bit. The next scene reveals the main character driving back from the prom with black eye on his face, but with an even bigger grin as well—meaning it was well worth the punch in the face in order to kiss that girl. The night turned out to be a great one after all. At the end of the advertisement, the following words appear with the logo of Audi: Bravery. It’s what defines us. Venables Bell & Partners took a not very confident boy who was not looking forward to his prom and transformed him into an outgoing, brave boy who was willing to take a risk to make his night better, all thanks to his Audi. What people will take from this advertisement is that Audi products will give you confidence and courage to take risks in life and to make a crummy situation better.
The advertisement is geared towards a youthful generation—mainly for boys and men. Men typically want a product that makes them seem cool and confident towards others. By watching this Audi advertisement, they may get the idea that driving an Audi can make them more self-assured and bold in situations that help them get what they want.
Overall, I believe Venables Bell & Partners did a great job telling a story in this advertisement for Audi. This advertisement personally stuck to me while I was watching the Super Bowl commercials, and has increased my fondness for Audi products, and probably for others as well.