By Mark Kleis
Thursday, Jan 13th, 2011 @ 3:24 pm
 
Today Audi released a new 60-second commercial as a prelude to its upcoming Super Bowl ad. The ad is part of an evolution of Audi's ongoing campaign to redefine luxury, tapping into viewers' outdated notions of old luxury with the help of an unlikely literary inspiration: Goodnight Moon, the 1947 children's book by Margaret Wise Brown, which is one of the best-selling children's books of all time.

The fully animated commercial gives a unique and story-like tour of an old mansion as it says goodnight to many of the notions of what luxury is and should be. After passing through several room of the house and highlighting many forms of "old luxury" excess, it pans outside where it shows a Mercedes-Benz S-Class - inferring that it too represents outdated luxury.

After giving a glimpse of the S-Class, Audi then says good morning to new luxury in the form of the 2011 Audi A8 flagship sedan.

(More after video)


So what do you think - is Audi onto something, or is this just typical advertising that always sees one's own product as best?