Super Bowl XLIII: Fourth and Goal | Adweek
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Super Bowl XLIII: Fourth and Goal

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Audi's 60-second spot for its A6 sedan will run in the first commercial pod following the 6:18 p.m. EST kickoff, appearing after Budweiser's opening salvo and a teaser for Sony Pictures' Angels & Demons. The ad pokes fun at the stock Hollywood chase sequence, tailing actor Jason Statham as he tear-asses his way from the San Francisco of the Bullitt era to Dade County circa its Miami Vice heyday.

While Audi crashes its way through cinematic history, Hyundai is taking the highbrow route, enlisting cellist Yo-Yo Ma to perform a Bach composition over glam shots of the 2009 Genesis sedan. Created by Goodby, Silverstein & Partners, the pair of 30-second spots will also be available at Hyundai.com, where consumers will be invited to edit the creative.

While classical music may not seem like an intuitive match for the ritualized violence of pro football, Haljun says that context isn't always obvious: "You have to look at everything in terms of a price-value relationship. Can you use this to reach someone who you wouldn't normally reach? If they're in the right frame of mind and it's relevant, then you may have something."

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