On the biggest advertising stage in the world – the Super Bowl – Audi is unveiling the first chapter in its new global campaign and ‘Recharging Vorsprung durch Technik’.

30 January, 2020


Ahead of its official premiere during next Monday’s Super Bowl LIV, Audi has unveiled the first instalment in the brand’s new global campaign and its clear direction of a sustainable, electrified future.

Featuring actor Maisie Williams from Game of Thrones and the new Audi e-tron, the minute-long musical production sees Williams, behind the wheel of the e-tron Sportback confronted by an intersection, which represents a crossroads of today’s preconceptions and old notions of consumption, success, and status. Williams chooses to reverse course and leave it all behind, breaking into the familiar lyrics of Let It Go from Disney’s huge hit, Frozen, as she drives towards a more sustainable future.

Williams, a vocal advocate for action on climate change, said of her part in the new Audi campaign: 

“Creating a sustainable, liveable future for generations to come is the world’s most important challenge. I’m proud to share Audi’s vision for sustainable mobility in this global brand campaign.”

It is the brand’s 11th appearance at the Super Bowl, which commands one of the largest, live global audiences on earth, and for the first time, this new brand campaign will also be rolled out to other Audi markets around the globe.

“The biggest night in American football, and one of the last truly live global television events, serves as the perfect moment to share our strategic path toward sustainable premium mobility with a worldwide audience,” said Sven Schuwirth, Head of Brand Audi, Digital Business and Customer Experience. “Maisie Williams is the perfect representative of how consumers are increasingly choosing, and advocating for, transportation options that are more sustainable.”

Over the course of this year, several additional chapters of the global brand campaign will be released, covering other topics of great importance to Audi, including electrification, connectivity, customer experience, and design. 

It is the brand’s 11th appearance at the Super Bowl, which commands one of the largest, live global audiences on earth