!"#$%&'(' Kasey Hughes Mr.

Fonash English 15 8 October 2013 The Audi S6 Chariot Awaits Once upon an unforgettable commercial, a true (sorta), teenager prince captivates a beautiful crowned prom princess, stealing her heart from a wannabe prince imposter and sealing their love with a passionate kissall compliments of the magic of the Audi S6. This enchanting and rather scintillating story was broadcast Super Bowl night February 3, 2013 mesmerizing millions of Americans with the power of both Prince and Audi. The princes burgeoning machismo ignited by the mega 4.0 liter FSI V8 Audi engine surely charged US viewers with its fiery charm. This nostalgic prom tale, which features a breakneck Audi chariot-like race and a reserved teens transformation to dashing prince, so inspired viewers that Audi recorded a staggering 21.5% increase in US sales after that rolling ride towards romance and rejuvenation. In Prom, the Audi S6s car commercial, Everymans prom hopes are made possible and his prom fears forever banished. Audi brilliantly uses allegory, photography, and visual effects, allowing viewers to believe impossible dreams can be theirs and fairylike gifts of empowerment and courage are just around the bend. The commercial fits the terms of Everyman, presenting both the plucky prince and his adventurous Audi as protagonists both female and male, young and old, can find relatable and attainableyet still greatly distinguished from other cars. Mothers watching the Prom commercial can connect to the princes mother and how they want

!"#$%&')' their son or daughter to feel accepted and cool, yet safe. In this commercial, the mother intuitively senses her son will be secure through the remarkable safety features of the S6. She instinctively knows that the trendy sports car with its extravagant engine and sleek physique can bolster her shy sons confidence. Fathers viewing the commercial are sure to reminisce their past prom days, the nervousness of picking up their dates to the dance itself. The fathers watching the Prom Super Bowl commercial may also relate to the princes father and how he wants his son to have a truly great night, one that supersedes his own and so throws the son the keys to a very special occasion car. The fathers Audi serves as the ideal chariot that some viewers may remember taking a limo or the familys best car. Other viewers may rue the wreck they were forced to pilot to prom. Girls, like little pink winged angel in Prom usually connect to the brother prince looking up to him, albeit sometimes a bit smugly. The little sister knows her brother is knocked out by dads gift of Audi and so she too is probably secretly impressed although not about to show it! Teenager boys will work to identify themselves with the main character, find their inner prince, and deal with the struggle of high school which includes getting pretty girls and remaining in the in crowd. Young men viewers may find it easiest of all to egotistically replace the face of the young prince with their more handsome and developed selves. Audi paints an obtainable scenario for males watching this commercialan almost guarantee that the S6 chariot, will insure transformation from insecure boy to debonair rake. Adolescent girls and young women are prone to link themselves to the immense sensation of excitement, passion, and butterflies (like a first kiss by a crush) the prom queen experienced after the prince planted one on her (only an Audi driver could accomplishof course).

!"#$%&'*' The princes threads and Audis diamond stitched accessories sparkle throughout the high school dance floor setting, dazzling the commercial viewers with the duos charmboth raising him to the siren prom princesss level. The lustrous finish of the Audi presents itself through the princes poise as he waltzes down the school hallway, owning it. From the shine on the princes shoes to the determination in his sparkling eyes all the proms glitz is upscale paralleled in the sophisticated, chic appearance of the Audi bestowed in the main character. The setting revolves around the luminous vibe the prince presents making his way pass the blurred, irrelevant classmates to his main prizethe beguiling princess. Her stunning allure draws the prince to her lips mirrored in her Audi luxury features showcased beautifully in her image. The prom queens glistening smile and shimmering tiara brilliantly illuminate the high school gymnasium simulating the luster of the Audis LED lights. The princes glow in that moment on the dance floor, persuades the commercials audience to focus on the pure perfection the Audi magically grants its driver, as he scores the flawless girl: his princess. The fairytale commercial spotlights a memorable teen rite of passage for most viewers. The life changing night of our princes prom story endearingly convinces the audience of the miraculous power of driving or better yet owning an Audi. Prom signifies a noteworthy night to remember and Audi successfully recaptures the same memories and reactions in Prom Audi S6s commercial. The advertisements exceptional storyline captures a spot in the viewers hearts as we follow the boys transformation. In the beginning, the audience feels sorry for the dateless, unpopular boy cheering him as he discovers his new self in the Audis plush leather seats integrating him with Audi. The victory of the kiss and subsequent drive home, with a definitely

!"#$%&'+' formidable black eye, resembles the ignition the Audi fairytale fires at the audiencea car full of promise and amazement. Proms happily ever after story makes a covenant with viewers assuring that owning an Audi equals dreams comes true with perhaps several more rite of passages yet to come. Audis engine of empowerment emits a beam of confidence in the prince through the visual techniques of clarity, color, and lines to emphasize the S6s strength. In each shot where the Audi is presented, the picture is completely clear and distinguished from the background by its lights, engine, and polished appeal, highlighting its conviction and authority. The scenes where the prince is minus Audi in the mirror scene at the beginning of the commercial and immediately following when he is with his mom, are filmed in a blurred style showing his state of confusion. The blurred style is in striking contrast to the strong clarity that shines out all the Audis beauty and bling illustrating the boys growling assertive and robust maturation. At the start of the fairytale, the teens mom encourages her son to fight another day as she puts on his white boutonniere, symbolizing his initial innocence and naivet. The grey Audi chosen for the commercial insinuates the solitude in the character yet positively fosters power to the feeble and freedom to the restrained. The grey Audi is neither black nor white, therefore capturing the internal battles within the soon to be prince. The prom queen looking sensational in her siren crimson dress justifies the princes infatuation. Bright red is surely always identified as the power hue! The prom queen, a seemingly unattainable prize for the boy, becomes a realistic possibility because the Audi augments the male teenagers appearance, power, and popularity showing the audience that these capabilities are possible with Audi. Finally, the luxury cars sinuous, rich chassis radiates 360 degrees

!"#$%&',' with the exterior horizontal lines on the cars grill, the many gleaming lights and metals, the lustrous paint finish signifying elegance, affluence, strength, stability, and security even a bit of magica protected powerhouse for drivers of the Audi. Audis grand finale message, Bravery. Its what defines us, challenges the viewers to believe that riding in an Audi is indeed like riding in a chariot a chariot that inspires them to live on the edge, with no regrets, with zero fear, and with perfect panache. The Audi becomes a mask that imbues our young man with confidence that not only empowers the teen to perform feats of almost magic but to seemingly allow him to become someone he thought he could never be. The Audis classy and sophisticated S6 serves as a source of protection, confidence booster, and friend to the viewers by its power to upsize the main characters bravery. The boy dramatically banishes forever his days of timid, vacillating adolescence as he approaches the red light turning green, speeding up his engine, now as two engines each gaining in power in the moments where he realizes he is going to go after the prom queen. The Audi is his wingman, persuading the commercial viewers that the Audi can be everyones magical boost and fairy godmother. Additionally, the princes new freedom is displayed when the teenager parks his car in the principals spot, here he demonstrates his lack of concern of for unimportant consequences, viewing himself as having the same force and aptitude as the principle. Audi advances a theory the audience buys along with the carpower and bravery come to Audi drivers. The audience receives an invitation to experience first hand their own transformations. The music amps up the princes assurance in himself leading himself to the main prize: the prom queen, influencing the commercials audience to feel the electrifying

!"#$%&'-' energy of an Audi. The song Cant Win Em All by Hanni El Khatib, begins at the red light as he passes the limo full of prom dates, pumping the teen up from his previous body of low confidence to his new jolt of buoyant high. The lyrics Get down to make you crawl/ Get down when you feel tall/ Get down to me, enhance the climax of when the main character expresses his strength in kissing the prom queen (shes definitely going to kiss me back), which again suggests the Audis level of supremacy. The song also highlights his ability to shake off the thumping he takes at the hands of the bulky looking prom king (aka villain) for plucking the forbidden kiss. The Audi S6 Prom advertisement is an unforgettable commercial that shares the premiere trademark characterizing successful fairly tales. Magical giftsgifts like immediate courage, power, self-determination, and acquisition of wishes and as Audi would like to convince its audienceall available if they are an owner of an Audi S6. In a one-minute clip, the audience receives a first hand look at the new S6 and how it can completely revolutionize lifestyle and mindset for the better. Only with the Audi, can the audience buy an instant come true fairytale for the price of $73,400!

!"#$%&'.' Works Cited

Audi. "Prom." Online video clip. YouTube. YouTube, 3 Feb. 2013. Web. 2 Oct. 2013.