Audi released its advertisement for the Super Bowl this weekend featuring the e-tron Sportback. Their model names are confusing to write about. I never know which letters are capitalized and which aren’t.

Maisie Williams drives the e-tron while singing “Let It Go” from Frozen.

It’s an okay ad.

Time to get Rad

If you freeze it when she is stuck in traffic, there are a lot of rad and pre-rad vehicles around her. GM makes the biggest impact with a squarebody Suburban, another squarebody pickup in the back, a 1980s Caprice, and an almost hidden G-series Van. There is also a late-model Chevy truck and a Cadillac Escalade limo. Dodge is there as well with a 70s Charger and a Tradesmen van. Chrysler has a K-car variant in there as well. There’s a first-gen Raptor. I’m not sure what model the red car is, but I’m leaning Ford. What else did I miss?

In another scene, there is a first-generation Chrysler minivan too.

As a marketer, I struggle with these ads. It is a huge spend for the time allotted and it’s going to be analyzed and dissected for weeks. The old adage that there’s no such thing as bad PR is probably what leads companies to take these risks. Personally I wouldn’t do it.

I’m all for electric vehicles and I would like to own one. I’m not ready to pull the trigger on something as expensive as the e-tron. Range anxiety is still real for me. There was an anecdote recently about a Tesla touring national parks and not charging well enough at the motel or public chargers to still be the couples the reliable source of transportation. They ended up in a motel employee’s Subaru Outback to go get dinner.

It’s a fun story to tell your friends when it’s just you and your significant other. Adding four kids to the story changes it from “we had an adventure” to “we survived a nightmare.” Ask me about the five-hour travel day that turned into 13 the next time we see each other.