Meny
For this year's Super Bowl campaign, General Motors promoted its electric vehicles with a series of spots. They featured Hollywood star Will Ferrell declaring his hate for Norway and waging war on the nation up north. His “hatred” was apparently fueled by the fact that Norway is selling more EVs per capita than any other country in the world.
As the best-selling EV-brand in Norway, Audi felt the need to respond swiftly. Within 48 hours we responded with an epic clapback starring Game of Thrones star and proud Norwegian Kristofer Hivju.
We fought back in true Norwegian style with a series of videos with a tailor-made, direct response to Will Ferrell and GM with one simple message: Don’t Hate. Imitate.
In GMs Super Bowl spots Will Ferrell, in his determination to hate on Norway, mocked our history of mackerel slapping fights, staged a pizza prank for five million Norwegians, and punched a hole in the globe where Norway is located. All this while he proclaimed his hate for Norway. Our response videos swiftly and directly addressed these issues with a hilarious twist.
In their Super Bowl campaign, GM, with the help of Will Ferrell, proclaimed their hate for Norway and declared war based on the Norway being world leading in electric vehicles per capita. In this, we saw a great opportunity. An opportunity to get as much attention as possible towards the leading EV-brand in Norway – Audi. We had to respond fast and make sure we got together all the ingredients for a great PR story. And so, we did: Two celebrities in a public “back and forth” war, national pride, the biggest sporting event on the planet and hilarious, shareable social video content that made people talk and share, made journalists write and report. Within 48 hours, we had responded with what one journalist described as: “Amazing swiftness and a perfect response”
