2011 Audi A8 Ad Parodies Goodnight Moon

Posted: January 20, 2011 in Advertising, Brand management

I am sure that most of us are dreaming of driving a top model, luxury car. 2011 Audi A8 not only says “goodnight” with its new 60-second TV ad but also haunts our dreams with its refurbished design. Although it seems that this car cannot go beyond dreams for most of us due to its high price, who knows what the future will bring?

Nowadays, the 2011 Audi A8 is the centerpiece of a new TV ad, which draws inspiration from the 1947 children’s book Goodnight Moon. This ad is billed as a “prelude” to the German brand’s 2011 Super Bowl ad, which will also feature the A8. Instead of saying goodnigh to such benign things as “mittens and kittens,” the A8 ad says goodnight to “gluttony” and excess in the form of tiara-wearing poodles and roast pigs.

In the book, which begins “in the great green room,” a child says goodnight to such benign objects as “mittens and kittens” and “clocks and socks.” However, The A8 ad starts with a view of a sprawling mansion and then whisks the viewer into a dining room with a groaning table laden with a roast pig and mounds of food. “Goodnight, gluttony,” says the announcer. “Goodnight, Fluffy,” he continues, as the camera focuses on a pampered white poodle wearing a tiara. “Goodnight, stuffy.”

The A8 ad can be viewed here:

Audi of America said “The (ad) methodically says goodnight to the age of old luxury, defined by gluttony and excess,” in a statement that has been recently released. Audi, which is trying to tap into those memories with the ad, explained that consumer impressions are based in nostalgia and formed at a very young age.

On the other hand, the ad does not mention the high price of the the redesigned A8, whose base price jumped more than $3,500 to $78,925 versus the outgoing 2010 A8.

Nor does it mention the EPA (Environmental Protection Agency) ratings on the 2011 A8. According to the EPA, the A8 with the 372-horsepower 4.2-liter V8 (V engine with eight cylinders) returns 17 mpg (miles per galon) in city driving and 27 mpg on the highway. The 2011 A8 is also longer, wider and taller than the 2004-’10 model and bigger than some of the competition.

Audi is not saying what the A8’s Super Bowl ad will look like at this point. However, it said the ad is set to debut in the first break after kick-off February 6 on Super Bowl Sunday in addition to the “goodnight” ad, which had a national network debut on January 15 and 16 on CBS and FOX during the AFC and NFC divisional games.

Although it seems difficult to guess already viewer reaction to the A8 “goodnight” ad, automakers clearly seem to be taking the more conservative route with advertising in 2011.

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