Published on January 31st, 2020 | by Amirul Mukminin0
Audi and Maisie Williams Invite You to Embrace Sustainable Mobility
The Super Bowl is drawing near and this means we get to see plenty of entertaining automotive-related commercials from various car companies.
Audi, for example, wants people to let go of the past and embrace the future which, in this case, means ‘sustainable mobility’.
And what better way to deliver the message than having Games of Throne star Maisie Williams sing Frozen’s hit song “Let it Go” in an e-tron Sportback, Audi’s all-electric SUV coupe.
The ad is part of Audi’s new global brand campaign that aims to give the tagline “Vorsprung Durch Technik” a new meaning. For the first time ever, it will be shown in other countries through TV and social media channels.
More information in the press release:
Audi returns to the biggest night in American football with a musically-inspired, 60-second commercial called “Let It Go” featuring actor Maisie Williams. Williams takes the wheel of the all-new Audi e-tron Sportback to help kick off a global brand campaign about Audi’s long-term ambition to shape a new era of sustainable mobility. Created by global partner agency 72andSunny Amsterdam, the spot was directed by François Rousselet and marks the brand’s eleventh appearance at the game.
In the ad, Williams gets behind the wheel of her Audi e-tron Sportback and finds herself stuck at 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” as she drives towards a more sustainable future. Along the way, fellow drivers, pedestrians, and others join in, representing the brand’s efforts to usher in a new era of sustainable mobility. The journey is a metaphor for how the decision to make more sustainable choices takes all of us doing our part.
Recorded by Williams at the acclaimed Abbey Road Studios in London, the reinterpretation of “Let It Go” lends a strong storytelling element to the ad. It is a new, more defiant take on a song that took the world by storm, but still showcases that transformation always starts with letting go of something old to create something new. In this case, moving toward a more sustainable future.
“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. As a creative innovator, she perfectly embodies millions of peoples’ desires to make the transition to an electric future.”
“Creating a sustainable, livable future for generations to come is the world’smost important challenge. I’m proud to share Audi’s vision for sustainable mobility in this global brand campaign,” said Williams.