DON'T HATE. IMITATE. - THE SUPER BOWL CLAPBACK
|DON'T HATE. IMITATE. - THE SUPER BOWL CLAPBACK
|G02. Challenger Brand
POL Oslo, NORWAY
POL Oslo, NORWAY
EINAR FILM & FORTELLINGER Oslo, NORWAY
|Creative / Copywriter
|Creative / Art Director
|Ole Jakob Skattum
|Elin Rosnes Sinervo
|Sebastian Andrés Knutsen
|Pål Ulvik Rokseth
|Eirik Aarnes Vik
|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.