- Audi's 2011 Super Bowl advertising features Kenny G, the saxophonist with the spiral curls, as the "Riot Suppressor" at a luxury prison.
- The online teaser video released on Wednesday includes Kenny G describing a favorite CD of his entitled "Prison Sax."
- Audi's 2011 Super Bowl commercial focuses on the 2011 A8 sedan.
HERNDON, Virginia — Audi on Wednesday released an online teaser video in the run-up to its 2011 Super Bowl advertising that almost defies description. It contains such bizarre elements as saxophonist Kenny G in the role of "Riot Suppressor" at a luxury prison, a CD entitled "Prison Sax," a bleeped-out F-word, and a jailhouse food fight with lobsters.
Audi said that Kenny G will be featured in its 60-second spot during the Super Bowl. He was "chosen for his unmistakable music, whose songs and stylings brings (sic) the audience back to a certain era," said Audi in a statement.
The teaser video shows Kenny G dressed up as an official in a luxury prison, his long, spiral curls a stark counterpoint to the uniform. It is his job to calm the prisoners with his music when they riot. At one point during a lengthy interview, Kenny G uncharacteristically uses the F-word, which is bleeped out.
"Prepare to make an escape from old luxury," Audi says at the start of the teaser video. Oddly enough, no cars are featured in this teaser. Audi said the Super Bowl ad will feature the 2011 A8 sedan.
Audi seems to be shifting gears in its approach to Super Bowl advertising, especially when compared to 2009, when actor Jason Statham was featured in a series of manly high-speed chase scenes.
Inside Line says: Desperately trying to make the connection between Kenny G and the Audi A8. — Anita Lienert, Correspondent
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litewerk says:
03:46 PM, 02/03/2011
This one is different - out of the ordinary - and pretty good. It's pretty comedic and well done. Last year's Green Police using Cheap Trick's Dream Police music would have to be my all-time favorite. I liked it so much I watched it many, many times. It really skewered the sacred "green" cow! This year they're going after the perceptions of traditional luxury, suggesting perhaps BMW and Mercedes.
I'll go on to say that I attended the NAIAS Detroit show this year and very much liked the new Audis. If I could find the way to afford a new luxury model, I actually would prefer an Audi to a BMW or Mercedes.
zoomzoomn says:
01:47 PM, 02/03/2011
ocramidajzj says: 11:31 AM, 02/03/2011
...
WTF, indeed!
ocramidajzj says:
11:31 AM, 02/03/2011
WTF?
Well I guess we know where Audi is going by equating itself with generic, washed up muzak. I don't care how funny they make it. The Jason Statham Transporter ads may have been a bit to romaticized and violent but at least they had energy and balls. Kenny G was emasculated long ago. Next thing you know Audi will include a rip of Kenny G greatest hits on the car's HDD music system as a bonus! Too bad because the new styling direction Audi is going in looked promising.
vache1 says:
07:58 AM, 02/03/2011
Please Audi, for the love of all that is holy, bring back Jason Statham and the 'Transporter' ads...