DON'T HATE. IMITATE. - THE SUPER BOWL CLAPBACK

Short List
TitleDON'T HATE. IMITATE. - THE SUPER BOWL CLAPBACK
BrandAUDI NORWAY
Product/ServiceAUDI E-TRON
Category G02. Challenger Brand
Entrant POL Oslo, NORWAY
Idea Creation POL Oslo, NORWAY
Production EINAR FILM & FORTELLINGER Oslo, NORWAY
Credits
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

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.