2011 Audi A8 L W-12 quattro

2011 Audi A8 L W-12 quattro

This year it was Volkswagen that won all the praise with its Super Bowl ads, namely, the Black Betty-themed beetle race for the new 2012 Beetle and the pint-sized Darth Vader ‘commanding’ the new 2012 Passat.

For next year’s game, Super Bowl XLVI taking place on February 5 at Lucas Oil Stadium in Indianapolis, Indiana, Audi is likely to be the featured brand of the Volkswagen Group and has once again confirmed its commitment to advertising at the event.

This year Audi’s add signified the putting to bed of the Mercedes-Benz S-Class and replacement with its new A8 using the theme of the 1947 children's book Goodnight Moon by Margaret Wise Brown.

In 2010, Audi’s Super Bowl ad showcased a soundtrack created by rock legends Cheap Trick and featured the Green Car of the Year winning A3 TDI as well as their notorious “green police”.

Next year’s Super Bowl XLVI spot will mark the fifth consecutive year of participation for the brand and will be handled by ad company Venables Bell & Partners--whether Audi plans to take a swipe at its competitors again remains to be seen.

Note, Audi isn’t the only automaker with major plans for the big game. Hyundai has also announced that it will buy no fewer than five spots before and during the Super Bowl broadcast. Two ads will run during the pre-game show, another two will appear during the game itself, and one massive 60-second spot will air right before kickoff.