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Audi states in its latest commercial that it didn’t invent the electric car, but by venturing into the electric market, it is adding its high-powered DNA to the category.

Audi will debut an ad for its new e-tron electric SUV during the upcoming Emmy Awards, and the spot doesn’t quite show the full car. Instead, the TVC, titled ‘Unleashed,’ focuses on performance, showing up-close shots of the grill, the headlights, the driver’s cockpit and the tires.

In a release, Audi claimed it is “elevating its Emmy Awards advertising with the ‘Unleashed’ commercial featuring sneak peeks of the e-tron.”

The 60-second spot by Venables Bell & Partners tells the story of how electric mobility is about to change with a vehicle that’s powerful and capable. The text states how the automaker injected the electric car market with Audi DNA and “unleashed it.” It then shows quick cuts of the car driving in various conditions, hugging the road in winter and summer, mud and macadam, though a clear view of the e-tron is elusive.

The spot ends with the tagline “Electric has gone Audi,” a continuation of the campaign language introduced on social channels in August.

On Emmys night, the 'Unleashed' series will be accompanied by three 15-second spots called “Unleashed Uncompromised,” “Unleashed Quattro,” and “Unleashed Range,” which will highlight key performance features of the e-tron.

The car is even somewhat stealthy on the Audi USA website. In a full view of the five-passenger wagon, the car is shown with an eye-confusing paint job, and accompanying copy states that the e-tron “prototypes are undergoing testing in all conditions on four continents to prove they’re worthy of the rings.”

Audi e-tron prototype
Audi e-tron prototype
 
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Audi of America is returning for the eighth consecutive year as the official automotive partner of the Television Academy for the 70th Emmy Awards, and the spot will drop during the Monday, September 17 telecast on NBC.

“Audi is thrilled to return as a partner of the Television Academy. Our multi-platform collaboration underscores our long-standing presence within the entertainment industry and ongoing support of television’s top talent,” said Loren Angelo, vice president of Marketing, Audi of America. “We look forward to honoring Hollywood’s brightest stars and introducing the all-new Audi e-tron.”

Audi will also host its annual pre-Emmy Awards celebration on Friday, September 14, with a red carpet event in Hollywood. Supporting several events throughout the weekend, 2018 Audi Q7 vehicles will chauffeur nominees and presenters to celebrations. The e-tron will also make a red carpet appearance on Emmy Awards night.

The e-tron is expected to be delivered to showrooms in the first part of 2019. The e-tron will be the first of three battery-electric vehicles that Audi plans to debut by 2020. 

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