As a sponsor of the United States Ski Team since 2007 and having recently produced the documentary "Truth in Motion," Audi has found this year’s Winter Games the perfect venue for the new spots, as they generate a highly competitive environment.
"Friendly Competition" continues that theme with humor based on the notion that in every competition, someone, or something, falls short. The spot features the Audi S4, A6 and Q5. "Friendly Competition" will be a 30-second spot.
On the other hand, “Spell" will appear in both 30 and 60-second forms throughout the games, highlighting the Audi R8 5.2 FSI quattro super car, A5 Cabriolet, S4 sports sedan and Q5 crossover.
"The Audi brand has gained tremendous momentum over the last few years," Scott Keogh, chief marketing officer, Audi of America, said in a release. "Our products are being recognized by the media as some of the best in the world and we're growing faster than Mercedes, BMW and Lexus in the U.S. market. With the success that the Super Bowl platform has provided us over the past three years, the Winter Games was a clear choice for us to continue to lead in the luxury segment."
For 2009, Audi reported a record market share in the United States, and through these spots it aims to further strengthen its position.