Title	DON'T HATE. IMITATE. - THE SUPER BOWL CLAPBACK
Brand	AUDI NORWAY
Product/Service	AUDI E-TRON
Category	G02. Challenger Brand
Entrant	POL Oslo, NORWAY
Idea Creation	POL Oslo, NORWAY
Production	EINAR FILM & FORTELLINGER Oslo, NORWAY

Name	Company	Position
Robert Radoli	POL Oslo	Creative / Copywriter
Thorbjørn Ruud	POL Oslo	Creative / Art Director
Petter Bryde	POL Oslo	Account Executive
Shirin Pakzamir	POL Oslo	Project Manager
Ole Jakob Skattum	POL Oslo	Designer
Tommy Jensen	Audi Norway	Client
Elin Rosnes Sinervo	Audi Norway	Client
Aksel Hennnie	Einar Film	Director
Guri Neby	Einar Film	Executive Producer
Nicoline Helgø	Einar Film	Producer
Rut Solli	Einar Film	Producer
Sebastian Andrés Knutsen	Einar Film	Production Manager
Pål Ulvik Rokseth	Einar Film	DoP
Cyril Boije	Einar Film	Post Producer
Ida Fiskerud	Shortcut	Post Producer
Magnus Evensen	Shortcut	Offline Editor
Eirik Aarnes Vik	Shortcut	Online Grade
Petter Fagelund	Shortcut	Composer
Geirr Johnsen	Bråkmaker	Case Video Editor

Why is this work relevant for Direct?

Audi Norway’s “Don’t Hate. Imitate – The Super Bowl Clapback” was made as a direct, real-time response to competitor General Motors’ Super Bowl ad launched just days before the big game. Our swift video responses were produced and launched within 48 hours, just in time for The Super Bowl. Our social videos were targeted directly at GM and their hired gun, Hollywood star, Will Ferrell. By targeting GM and Ferrell directly with hilarious, entertaining responses, we achieved our other target: Social sharing and being at the center of the conversation in connection with the biggest sporting event in the world.

Background

For this year's Super Bowl campaign Audi’s competitor, General Motors, promoted its electric vehicles with a series of teasers and a lead spot. “Why does Will Ferrell hate Norway?” was GMs big question. The spots featured Hollywood star Ferrell declaring his hate for Norway and waging war on the nation up north. His “hatred” was apparently fueled by the fact that Norway is selling more EVs than any other country in the world. As the best-selling EV-brand in Norway, Audi felt the need to respond swiftly and fight back in true Norwegian, salmon-slapping style with the best Norway have to offer. With just days left to the Super Bowl, we had to act fast to win the EV-battle of The Super Bowl.

Describe the creative idea (30% of vote)

“Don’t Hate. Imitate” was the creative idea, the direct response and challenge to change directed at GM and Will Ferrell’s for their “hate” for Norway. We challenged them to follow our lead, rather than hate. We recruited influencer, Game of Thrones star and proud Norwegian Kristofer Hivju (aka Tormund Giantsbane in GoT) to defend our country and spearhead our clapback against GM and Ferrell. GM wanted to set a new agenda and disrupt the auto market with their giant EV-push, but Audi Norway had other ideas. We disrupted the disruption with a bold “newsjacking”-idea.

Describe the strategy (20% of vote)

With just days left to the big game, it was key to respond as fast as possible and target GM and Will Ferrell directly and get together all the ingredients for a great, shareable social video response. And so, we did: Two big stars and two big brands in a public “back and forth” war, national pride, the biggest sporting event on the planet and hilarious video content that made people laugh, talk and share in their social media – all with the clear call to action and challenge: Don’t hate. Imitate.

Describe the execution (20% of vote)

Our direct videos starred Norwegian Game of Thrones star Kristofer Hivju. We plaid around with key elements and storyline from the GM ads and hit back with a humorous twist. In GMs ad Ferrell, in his determination to hate Norway, punched a hole in a globe where Norway is located. We turned the crushed globe, the symbol of his hate to Norway, into one of the key elements in our response. Ferrell also prank ordered 5 million pizzas to Norway and mocked the history of Norway. All in which we used to create the perfect comeback. Our response videos where spread on facebook, youtube, Instagram and earned media and seen by millions. Pitched, produced and launched within 48 hours and just in time for Super Bowl. We fought back in true Norwegian style with a tailor-made, video response to Will Ferrell and GM with one simple challenge: Don’t Hate. Imitate

List the results (30% of vote)

Our direct response videos got over 3,4 million views in just 3 days. It generated 1257 news stories, 1,2 billion earned media impressions, giving us media coverage worth 8 million euros. With a fraction of the spend of the GM campaign, we punched way above our weight. We “won” the battle of EVs on the biggest day of TV advertising with a direct online film. And the ultimate mark of success: Our response created so much attention GM had to address it publicly. In the words of the official GM statement: “It’s been incredible to see the high-profile creative responses to our Super Bowl ad and Audi Norway’s video series is a favorite at GM. The goal is to create a movement toward EVs and it’s natural for us to look to Norway, the leading EV-country.” Sounds to us like they accepted our challenge and “stopped hating and started imitating.

Please tell us about how the work challenged / was different from the brands competitors

“Don’t Hate. Imitate.”, was a direct challenge and response to our competitor GM, and the auto industry in general. We challenged GM and all other auto brands to follow Audi Norway’s lead into the new era of electric vehicles. When GM, one of the biggest players in the industry, went all-in to disrupt the market with a historical shift to electric vehicles, we simply couldn’t outspend them - we had to outsmart them. We disrupted their disruption with a bold “newsjacking”-idea that stole the attention on the biggest stage – The SuperBowl. Automotive ad campaigns, and especially SuperBowl automotive ad campaigns, are usually a product of long thorough strategy- and production processes. We produced and launched our response in just 48 hours. By doing things differently and being agile, we challenged GM with a friendly counterattack and an open invitation to change.