By on February 4, 2013
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By the time you read this, I’ll be under the knife, but I wanted to share with you my favorite Super Bowl ad. I don’t have any real profound insights, but I did get a real kick out of it, as I recalled my own prom night, an event that largely faded from memory.

My own Senior Prom was a bit of a slapdash affair; my suit was some ill-fitting navy pinstripe job I wouldn’t be caught dead in, my date was in a grade below me, and while she was very attractive, we had little in common. And my own underdeveloped social skills didn’t do much to help matters either. I thought that the typical “white Town Car” was an awful marker of prole status (and still maintain that) and suggested a car service and an A8L instead. She failed to see the appeal in what I thought was a very elegant and classy choice, so we took a taxi instead. I can’t say I was surprised when she left right after desert – though I still maintain that my mom did pick out a very nice corsage for her. Luckily, prom night was much more fun and eventful – but it would have been even better if someone tossed me the keys to an S6.

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30 Comments on “Generation Why: Prom Night Fantasy...”


  • avatar
    Chocolatedeath

    I to enjoyed this ad alot. It was my second fav. My first being the singing fish (I like the way you work it)..I did not go to my prom some 25 plus years ago so I have no idea about what happens as I didnt even ask the next day of. I didnt like High School much go figure. Kewl ad though.

  • avatar
    PenguinBoy

    I thought Chrysler had yet another very well produced ad this year, this time for Ram Trucks. Maybe not quite as strong as “born from fire”, but I’ll bet it resonates with the target market for pickup trucks.

  • avatar

    I never went to prom, which was all of four years ago, i decided to go get drunk elsewhere. But if I ever went to prom, that is exactly how I would want it to go.

  • avatar

    The “God Made a Farmer” caught my attention because of how long it dragged on. I was trying to figure out what they were selling.

    The “Nerd kisses hot chick” commercial was disgusting, but did serve as a reminded: “the more money you have, the easier it is to procreate even if you are an undesireable member of the species”.

    I didn’t watch long enough to see the CLA commercial, but considering they are gonna start it at $30,000, I’d say the Lincoln MKZ is DOOMED.

  • avatar
    1998redwagon

    wait, so now the car makes the man? sorry i don’t need that kind of advertising.

    • 0 avatar
      Crabspirits

      No. It’s the car that gives you the confidence that makes you the man. Nobody saw him in the car. At least, that’s what the ad is shooting for.

      Reminds me of being that goofy age, and trying on my 1st nice suit. I felt like a million bucks.

      • 0 avatar
        mistercopacetic

        I think there is an even deeper message. It’s the father’s car. The Audi S6 starts at $70k, so it’s not a car that every dad can buy, actually very few dads can buy it. Just the one shot where the dad throws the keys is pretty powerful, he is basically saying to his son, I trust you enough to get into trouble with my car–because your happiness is more important to me than my car. Then, he never actually shows off the car. When he pulls up to a limo and sees girls shouting at him, he ignores them and moves at his own pace. With his new cavalier attitude, he parks in the Principal’s parking spot. No date? Who cares, make out with the prom queen. He takes his punishment, and goes off in search of another adventure.

        The car didn’t make him; his new attitude of not caring what people think changed him. He felt like a loser at the start, but was on top of the world by the end.

        As for branding, it follows with Audi’s theme, we’re not staid like BMW and MB, we’re the “other” German luxury car. Great opening shot of the car too, with the strip of LEDs showing the Audi face, the low growl, and the start of a big smile for the driver.

      • 0 avatar
        hreardon

        mistercopacetic –

        Great analysis. Spot on. It’s about the attitude more than anything.

        Kind of sad that Lincoln, the brand that was for the man’s man world of the ’50s and ’60s is now relegated to emasculated emo crap advertising. Mrr….

      • 0 avatar
        mistercopacetic

        Thanks hreardon. I feel the same about Lincoln. I look forward to the day a son would be proud to drive his dad’s Lincoln to the prom.

  • avatar
    jz78817

    apart from the Hyundai Sonata spot, I thought the car commercials all pretty much sucked.

  • avatar

    The Kia Forte commercial was, in my opinion, quite hilarious…

  • avatar
    Thinkin...

    AUDI: Sexual Assault – It’s what defines us.

    http://jalopnik.com/5981302/twitter-thinks-audis-super-bowl-ad-is-sexual-assault

  • avatar
    ZekeToronto

    Even as an Audi fan (and driver) I was kinda disgusted by this ad. “Buy our car and get the girl” has been a staple of car advertising for generations, but the message here struck me as a bit more sinister.

    • 0 avatar
      hreardon

      Zeke, I gotta disagree with you. This advertisement was, if anything, an homage to John Hughes and teenage angst. It wasn’t about getting the girl. In fact, he *didn’t* get the girl in the end.

      The ad was about taking charge and taking action, regardless the outcome. It’s a very powerful message.

      • 0 avatar
        Thinkin...

        Had the final shot panned to the girl sitting shotgun, it would have made more sense. (And been a bit less off-putting.) As it is, the ad depicts a loner showing up to a party and forcing himself on an unwilling girl. Which he feels good about because he’s driving an Audi.

        It’s a powerful message to be sure, and not a good one methinks.

      • 0 avatar
        hreardon

        I think that the ad was far better for NOT having the girl in the seat at the end. The point of the advertisement was to emphasize taking action and taking charge – regardless the outcome (black eye). Clearly the girl liked his chutzpah – but he paid for it.

        I don’t find anything sinister in it, but I suppose I can see where some might think that.

      • 0 avatar
        ZekeToronto

        Mea culpa. I should have watched the clip again before commenting. Instead, I saw the ad during the game and I could have sworn the girl WAS in the passenger seat at the end.

    • 0 avatar
      Pch101

      “the message here struck me as a bit more sinister.”

      Hyperbole sure is fashionable these days.

      The ad is pretty simple to understand. The girl is aspirational. The car is aspirational. You may not be able to get the girl, but at least you can try. And even if you don’t get the girl, you may be able to get the car.

  • avatar
    E46M3_333

    I liked the ad, but I would have put the prom queen in the car with him at the end.

    • 0 avatar
      Thinkin...

      Exactly. I’m sure that they shot that ending as well, but the focus groups (of Audi drivers?) must have liked the more sinister ending better. Perhaps Audi is banking on the any-press-is-good-press? Or maybe the execs just believe that prospective S6 owners think that behaviour is commendable?

      • 0 avatar
        hreardon

        I really don’t think there’s anything sinister or inappropriate in the advertisement. At least here in the states, the story of the boy longing for the girl and winning her over with a ballsy move is not uncommon.

        The advertisement will probably endear itself more to the alphas of society than the betas.

  • avatar
    jfbramfeld

    I didn’t see any sign the girl was unwilling. You could assume that, buy why assume the worst.

    At any rate, the brave one was the father.

  • avatar

    The one formal I did go to was a fiasco. Given I did aspire too high (a Ford Five Hundred Limited would have been fine), it turned out to be a “meh” evening considering not just the car was bad.

    Considering the other vehicles that could have taken us in our respective relationship fleets would have been an Aerostar LWB, ’97 Camry V6 (this was in 2004), my dads Toyota Echo Coupe (formal dress and back seat? No), or a ’96 Town & Country, the Five Hundred would have worked fine. We ended up taking her dads 1978 Mercedes 240D (beige on brown) there. It was in good shape, I’ll admit, but swanky? I guess it still could have been worse. I also didn’t want the usual Towncar/Park Ave. Ultra that my family had done before.

    The other awfulness included no dinner. All the restaurants were full by the time my high school girlfriend was ready to go. I’d been telling her we had to be early, because every place within 30 miles would be full of other kids doing their formals. She discounted what I said saying “what do you know about it? You’ve never been to a formal.” But alas, I had two upper class-men siblings that HAD been, and my dad was the chauffeur for them and their friends (Chevy Express LWB anyone?), and even though I didn’t partake in the event, I was the man to pop out the front door, open the side, and put down the step stool and hold the ladies hands to help with their balance. Wasn’t enough.

    Hot damn I’m glad that crazy broad left me for her boss because I wouldn’t bend under her crap.

  • avatar
    bumpy ii

    Meh. The prom theme was done better by a Dodge ad from a while back.

    Guy shows up at the door to pick up his date. He has to take her ride for some reason, so he’s set to collect the keys for the minivan from her dad. Dad has a flashback to his youth in a van, which apparently included hippie chicks and free love. Cut to the two on the way to the prom. Girl in the passenger seats says, “I can’t believe my dad let you drive the Viper.”

  • avatar

    Prom? Why on earth would I have put myself through that ordeal?

  • avatar
    otaku

    ^ I hear that.

    Despite enduring some peer pressure at the time, I never cared much about imitating all the lemmings from my high school who attended their prom, so I blew it off. I figured why waste all that money on stuff like tickets, a rented tux, limo, etc. when I had a much more deserving T-Bird in need of a new set of tires.

    I didn’t pay too much attention to the commercials this year and I’m not a fan of Audi, but I must admit that I did chuckle a bit when they cut to the shot of the kid’s black eye near the end. My favorite part, however, was when he parked in the principal’s spot. I guess the ad must’ve been fairly effective, since I instantly flashed back to when I did the exact same thing toward the end of my junior year of high school.

    Actually instead of Principal, the I think the guy’s title might have been “Headmaster” or something. Either way, he was a complete fucking prick and I made sure to leave a nice skidmark across his parking space during my burnout toward the exit of the faculty lot. Good times.

    Also, I’m pretty sure that the actress playing the kid’s mom is the lovely Corinne Bohrer. A nice bonus for any viewer who fondly remembers her from all the movies she was in back in the eighties.

  • avatar
    geee

    Sexual assault? Uh, yeh, if she had punched him, or looked annoyed with the whole situation, sure, you could make that claim. But the look on her face after tells a lot, and it sure isnt that she is about to press assault charges.

    There is nothing in the ad which says anything about what the relationship between the nerd and prom queen is. You’re assuming it doesn’t exist. But it’s quite likely it does, and is quite important to her, and crushing to him due to the reality of who she is with. What the ad implies is that nerdy guy is in her art class, and talks to her occasionally, and is really sweet and nice, but she is stuck in the typical role of prom queen / football star, and doing the thing everyone expects, rather than going with a guy who is too shy to ask her and she is too conformist to break out of the stereotypical high school culture.

    Sexual assault? Really? That’s pretty reactionary and says more about the viewer than the ad.

    • 0 avatar
      mistercopacetic

      Great analysis, I was thinking the same. If you kiss a strange girl you expect her to slap you, at least. If you kiss a girl you know, her bf will punch you. If she liked it, she’ll smile. The basis for her smile being a longer backstory makes sense.


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