DON'T HATE. IMITATE. - THE SUPER BOWL CLAPBACK
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
|
Credits
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 |
Write a short summary of what happens in the film
Audi Norway’s “Don’t Hate. Imitate.” was a series of online films produced in response to competitor General Motors’ Super Bowl campaign.
Our comeback starred Game of Thrones star and proud Norwegian Kristofer Hivju challenging and hitting back at GM and the auto industry in general.
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 alleged "mackerel slap fight"-history of Norway. All in which we used to create our comeback.
Please tell us about how the work challenged / was different from the brands competitors
“Don’t Hate. Imitate.”, was a challenge and response to competitor GM, and the auto industry in general. We challenged GM and all other auto brands to follow our lead into the era of electric vehicles. It was the "Norwegian David" versus the "American Goliath" - the scene was set for a comeback of biblical proportions.
When GM, one of the biggest players in the industry, went all-in to disrupt the market with a shift to electric vehicles, we couldn’t outspend them - we had to outsmart them. We produced our response in 48 hours and disrupted their disruption with a “newsjacking”-idea that stole the attention on the biggest stage – The SuperBowl. We “won” the battle of the EVs on the biggest day of TV advertising with an online film.
By doing things differently and being agile, we challenged GM with a friendly counterattack and an invitation to change.