Audi Commercial (intertextuality)

  
Audi R8 Luxury Sports Car Super Bowl Commercial Ad - For more of the funniest videos, click here
This advertisement for the Audi R8 ran during this years super bowl. It shows an obvious amount of intertextuality. This commercial is using a specific scene from the movie "The Godfather" to advertise their product. In fact, they even have the same character from the movie staring in the ad! This Audi ad refers to the movie when it shows a rich man awaking in his bed to find himself covered in oil and grease (rather than blood), with his old car bumper and grill at the foot of the bed under the covers (instead of a horse head). I would say that this advertisement is a demonstration of vertical intertextuality because it is a different genre (a commercial advertisement) that is referencing a movie. I think the use of intertextuality was important to the advertising plan, because it forces viewers to make the association of a luxury vehicle (the Audi R8) and a classic, successfully Hollywood film. I think the advertising team who created this commercial made a conscious effort to use intertextuality to their advantage in appealing to their target market.