European cars in Super Bowl advertising: Audi, Mercedes and BMW

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The 2011 Super Bowl is over, and so is America’s biggest advertising event. But for those European cars putting together a commercial this year, they just experienced the largest television viewing numbers in the US, ever. It is estimated that 111 million viewers tuned in from their homes to watch the American football game, and with possible numbers of people in bars and other locations watching as well, the reach of this event is expected to have been about 162.9 million people.

According to The Guardian that means that more than half the US population may have seen the car commercials produced by Audi, Mercedes, BMW and Volkswagen; the latter getting our award for the best ad for its 2012 New Beetle commercial. It’s an expensive exercise for companies wanting their commercial aired. A 30-second Super Bowl spot is about $3million USD. That’s a record for this year, but if you’re battling for supremacy from Europe on the US car market, you might think it’s worth it.

Above is the Super Bowl commercial for Mercedes featuring the SLS AMG roadster and the song “oh Lord, won’t you buy me a Mercedes Benz“. Below you can see Audi’s Scared Straight new luxury program and BMW’s diesel message to America. Some of them are ambitious, and some don’t quite hit the mark, but on the whole we’re happy to see some new campaigns and quirky advertising attempts. See the other European car ads at the 2011 Super Bowl after the jump.

Audi’s new luxury message teased via its luxury prison commercial series:

Audi and Kenny G as luxury prison riot suppressor:

And finally Audi is the new luxury:

BMW on diesel fuel:

BMW on investing in America with the X3:

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