Dive Brief:

• Audi released its full Super Bowl commerical ahead of Sunday's big game. the ad by agency 72andSunny Amsterdam represents the launch of a new global advertising campaign, the company shared with Marketing Dive.
• The 60-second spot, titled "Let It Go," shows "Game of Thrones" actress Maisie Williams stuck in traffic at a crossroads in Los Angeles in an Audi e-tron Sportback. Faced with dozens of smoky old cars on the road, Williams breaks out into a classic song from Disney's "Frozen."
• As Williams finds herself trapped at the chaotic intersection representing several challenges facing the world today, like plastic waste and carbon emissions, the spot sends an environmental message about letting go of old cars and embracing more sustainable options. The commercial closes with the tag, "Let's drive to a more sustainable future," and will run across TV and social media in several markets including Germany, Italy, France, the U.K., Spain and China.

Dive Insight:

While consumers often think of cars as being a major cause of greenhouse emissions, Audi wants people to know that they can embrace a more sustainable lifestyle and still drive a car. The new ad, which kicks off around the highly anticipated Super Bowl, serves as a launchpad for a broader global brand rejuvenation focused on sustainability and the carmaker's electric vehicle fleet, which it plans to expand to 30 models by 2025. The ad will mark the Volkswagen brand's 11th appearance in the big game.

The Super Bowl is a powerful platform to set in motion this message due to its massive and widespread audience. Last year, the German carmaker's ad for the game also introduced its electric vehicle ambitions and aimed to raise awareness about new sustainability goals. The spot showed a man dying and going to a heaven of electric cars before he was saved by a coworker only to find himself again in his mundane office.

Audi has pledged to increase its electric cars on the road by 40% globally and cut vehicle-specific carbon emissions 30%, while ensuring that all of its plants are carbon-neutral by 2025.

This year, Audi is doubling down by using the game to kick off a global repositioning and promote new efficient car models via a celebrity connection, which may snag the attention of the many "Game of Thrones" fans. While sustainability is a growing focus for many marketers, Super Bowl ads frequently feature are more lighthearted and entertaining approach. This year, Audi joins Saucony, among others, showcasing sustainability during the big game. 

Aside from lowering vehicle emissions, the brand has taken on similarly progressive positions in past Super Bowl ads. In 2017, Audi's spot focused on a young girl winning a box car race with the message supporting equal pay.