The ad directly targets the Mercedes-Benz S-Class and is inspired by the classic children’s book Goodnight Moon. The viewer is taken through a large house with ornate items (and a poodle). Eventually, Audi says goodnight to “old luxury and all of your wares.” The ad reminds as, at once, of a recent Acura campaign as well as previous Audi Super Bowl spots.
“We chose to feature the award-winning 2011 A8 because it represents today’s standard of progressive luxury – sophisticated, yet memorable design, the most advanced technology available, and unmatched performance,” said Scott Keogh, Audi’s chief marketing officer.
The Mercedes-Benz was featured, we’re guessing, because the S-Class is a leader in the full-size luxury sedan segment. In 2010, Mercedes sold 13,068 S-Classes, just ahead of Lexus’s 12,275 LS sedans and BMW’s 12,253 7 Series four-doors.
Take a look at the ad below and let us know what you think: Would you say goodnight to Mercedes and good morning to Audi after seeing this spot?