Headlights Meet 'Twilight' in Audi's Super Bowl Spot

Venables Bell takes a stab at vampire culture

Venables Bell & Partners half-embraces and half-spurns pop culture's obsession with vampires in its 60-second Super Bowl commercial, posted below. The spot, airing in the first ad break after the kickoff, features the new 2013 Audi S7 with the brand's signature LED headlight technology—which is the focus of the piece. It shows a vampire party in the woods being abruptly halted by the moronic blood sucker who leaves his headlights on after coming back from a pizza run—to the violent demise of those assembled. "In the spot, Audi LEDs—which at 5,500 Kelvin produce the closest recreation of daylight available—put an end to the vampire party, and perhaps, to the greater vampire trend in pop culture," Audi of America CMO Scott Keogh says in a statement. Talk about biting the neck that feeds you. The spot nicely uses "The Killing Moon" by Echo & The Bunnymen, and so recalls Donnie Darko, which used the same song in its awesome opening sequence. The spot was "unlocked" late Wednesday by Facebook users who solved Audi's social media contest called "Race the Light."