Auto Pullback: Regular Super Bowl Advertiser Audi Is Sitting It Out This Year
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Audi will sit out the Super Bowl after appearing in the game the previous two years. The luxury brand was one of the few remaining big auto marketers that had not confirmed its plans as of Thursday, but a spokeswoman today confirmed Audi won’t be coming back.
“[The] Super Bowl and the NFL remain important platforms for reaching our customers. This year, we’re focusing our marketing efforts later in the year when our new models reach the market,” she said in an email.
Audi in the 2017 game ran a 60-second spot called “Daughter” by Venables Bell & Partners promoting equal pay for men and women that drew praise but also some backlash, with some critics pointing to the majority-male makeup of the brand’s executive team. But Audi executives were pleased with the ad, which achieved a third-place ranking on the USA Today Ad Meter.
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