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Audi is set to show off LEDs and the S7 sedan in Super Bowl ad

Tue, 17 Jan 2012

Audi will air an ad during the Super Bowl for the fifth consecutive year. The company will use the big game to display the LED headlights on the juiced-up 2013 Audi S7 sedan.

The ad's theme is still under wraps, but it will revolve around the benefits of LEDs, which Audi says is its signature.

"With LED, there's no mistaking an Audi. Since pioneering the technology nearly 10 years ago, LED lights have established the Audi persona have become one of the most recognizable features on the road," said Scott Keogh, Audi of America's chief marketing officer.

LEDs do have benefits for lighting the road. They're brighter than standard headlights, helping driver's eyes perceive more while reducing strain. They engage faster when the switch is pressed and use 50 percent less power from the alternator. LEDs can also last a lifetime.

In February, Audi will feature LED-themed content on its Web site, where customers can learn more about the technology including design, safety, efficiency and performance benefits. Beginning on Jan. 29 the Audi Forum in New York will host an interactive LED-focused digital experience.

The other star of the spot will be the S7 sedan, with its coupelike roofline. The S7 will get loads of technology inside including Wi-Fi, Google search and maps and MMI navigation. It will be motivated by the company's new twin-turbocharged 4.0-liter V8 engine producing 420 hp and 406 lb-ft of torque. The sedan was introduced at last year's Frankfurt auto show as the A7's performance variant. It will get a seven-speed dual-clutch transmission and Audi's standard quattro all-wheel drive.

Last year's spot, "Release the Hounds," featured individuals trying to escape from a luxury prison. The spot had a cameo from sax man Kenny G.

In 2010, the company touted its green credentials with the A3 TDI.

British actor Jason Statham starred in 2009's ad in a series of high-speed chases involving luxury competitors.

Fittingly, in 2008, the company's ad parodied The Godfather movies, claiming that Audi was ready to take on the luxury leaders.

San Francisco-based Venables Bell & Partners created this year's spot. The Super Bowl airs on Feb. 5 on NBC.

By Jake Lingeman