Video: The Making Of Audi's 'Chase' Super Bowl Commercial

January 30, 2009

Oh to be Jason Statham, the bad-boy British star featured in Audi's upcoming Super Bowl '09 commercial. Not since Yul Brenner has bald been so sexy.

Statham is the star in Audi's 60-second Super Bowl advertising extravaganza, "Chase" (60 seconds long! Someone has some cash reserves laying around). Audi's preview of the spot (above) features a delicious collection of iconic autos from the 60s, 70s, and 80s engaged in all sorts of hoonery.

Crooks and thieves pursue as Statham deftly escapes danger. Watch as a classic BMW M5 launches through an L.A. billboard, a classic 70s Mercedes sedan cruises through a few scenes, a Smokey and The Bandit Pontiac Trans Am makes an appearance, and a 70s Lincoln Continental Town Coupe does a screeching powerslide in an alley. Not to mention a host of motorcycle stunts and a collection of hair-dos (and donts).

The counterpoint to all of the classic machinery: an 2009 Audi A6 AWD with the new supercharged V-6 driven by Statham.

The point: Audi is THE Luxury brand for the future. Audi flatly claim that in this "making of" spot, they've "clearly positioned the competitive brands as 'having their day.'" Clever, pitting Audi's latest and greatest against classic but old-school, old-tech iron. "Today, in the future, it's Audi's time."

The enticing preview to Audi's big Super Bowl spend ends with the brand's new tagline: "Progress is Beautiful." In this case, it's also damn expensive. But what price entertainment?

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