Man in Audi Super Bowl ad chokes up and dreams of sleek electric car

Audi has released its Super Bowl LIII commercial, and it finds a man slipping into a dream state where he is reunited with a loving grandfather and a new Audi e-tron, but not everything is what it seems.

The spot is centered around electrification and the all-new Audi e-tron models. The Audi e-tron GT concept takes center stage, with the Audi e-tron SUV making a cameo at the end. The 60-second spot, ‘Cashew,’ directed by Ringan Ledwidge, will air during the second quarter of the big game. The commercial was created by Venables Bell & Partners. It is the 10th appearance by the brand in the game.

The ad tells the humorous story of one man’s version of utopia, made complete by his vision of the perfect car. As the spot begins, viewers are transported through an ethereal field alongside a man walking. As he arrives at a rustic house, he is greeted by his grandfather and ushered into a garage where the all-electric Audi e-tron GT concept is revealed. Delighted, the man pushes the start button and the vehicle comes to life. The man is then abruptly pulled back from his paradise as his chest begins to convulse. Back to a harsh reality, he is in an office setting, having just coughed up a cashew nut after receiving medical assistance from a colleague. As the colleague utters “You’re one lucky man. I was worried about you for a minute,” a look of utter disappointment and frustration paints the man’s face. The commercial concludes with the message: “A thrilling future awaits. On Earth. One third of all new Audi models will be electrified by 2025.”

“The biggest night in football offers a national platform to share our commitment to electrification while showcasing the future of electric performance with the Audi e-tron GT concept, which Audi anticipates going into production in two years. Discerning viewers will also notice a cameo by the e-tron SUV, which is scheduled to hit US showrooms in the second quarter of this year,” said Loren Angelo, vice president, marketing, Audi of America.

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