Maisie Williams from "Game of Thrones" has lent her fame to plug Audi's e-tron Sportback.
Automakers the world over are preparing to drop big bucks on advertising during the most widely-viewed annual event in the US, and Audi is using the opportunity to plug its new e-tron Sportback battery-electric vehicle - and the rest of its expanding EV lineup.
The ad went live on YouTube Wednesday ahead of the big game, starring Maisie Williams, AKA Arya Stark from "Game of Thrones" as she sings "Let It Go" - the famous anthem from Disney's first "Frozen" film - from behind the wheel of the pure-electric Audi as it navigates crowded, emissions-choked streets. What audiences are being asked to "let go" of, it's implied, is internal combustion engines, and the emissions they produce.
The Audi e-tron Sportback will follow the more conventional e-tron crossover utility vehicle to market later in the year. The regular e-tron, which debuted at the 2018 Paris Motor Show, first started deliveries in the second quarter of 2019.
Audi is preparing to invest billions into electrification over the coming years, including some $13.2 billion earmarked for electric vehicle development and production through the year 2024. That sum will finance Audi's introduction of 20 pure-electric vehicles by 2025, including the e-tron Sportback, Q4 e-tron crossover, e-tron GT grand tourer, and high-performance PB18 supercar. Given that, it makes sense that the brand is apparently rolling out the carpet for its e-tron electric sub-brand in the US.
Climate is a topic that actress Maisie Williams has been passionate about, recently lending her voice to a WaterAid film called "Decade of Change" and praising her brother, who was arrested while protesting inaction on the issue of global climate change.
Responding to pressure, including that from rising European emissions standards and global calls for the banning of all internal combustion vehicles, automakers have started growing their electric propulsion investments. Audi's own parent, Volkswagen, plans to spend more than $30 billion on electric vehicles by 2023, counting on EV sales to constitute 40 percent of its global sales volume by 2030.