Audi’s Super Bowl ad reaches for the moon

‘Truth in Engineering’ tag line is absent

‘Truth in Engineering’ tag line is absent

“The Commander” will be Audi‘s eighth Super Bowl spot.

Audi is back in the Super Bowl with an R8 spot that reaches for the moon.

The 60-second first-quarter ad, “The Commander,” centers on a retired astronaut who “rediscovers his lust for life” with the help of the R8 V-10-plus supercar. The speedy ride tops out at 205 mph and jets from 0 to 60 mph in 3.2 seconds.

This is the second time the R8, the car Audi credits with starting its upward trajectory in the U.S., has appeared during the Super Bowl. The car was in Audi’s 2008 spot that parodied The Godfather.

“The Commander” will be Audi’s eighth Super Bowl spot.

“When his son hands over the keys to a new Audi R8 V10 plus, he gets behind the wheel and relives the thrill of a rocket-like ride under the stars. Viewers watch as newfound life stirs within the Commander,” Audi said in a statement.

No ‘Truth in Engineering’

The Super Bowl ad, along with other recent Audi TV ads, no longer carries the longtime Audi tag line “Truth in Engineering.” Audi and its parent, Volkswagen AG, have been embroiled in a global diesel emissions testing cheating scandal since September, resulting in hundreds of lawsuits and criminal investigations in the U.S. and Europe.

Asked about the tag line, an Audi spokesman stated in an email: “Given some of the current sentiment surrounding the TDI emissions issues, we have suspended it in certain marketing materials. But, Audi remains proud of its strong record of innovation, its robust engineering heritage, and the employees that strive every day to build, sell and service best in class vehicles for our customers.”

Audi posted its 61st-straight month of record U.S. sales in January after moving 11,850 vehicles, which was good for a 2.7 percent increase from the year-earlier period.

The auto Super Bowl lineup also includes Acura, Buick, Honda, Hyundai, Kia, Mini and Toyota. The auto industry accounted for 30 percent of ad time during the 2015 Super Bowl, according to advertising analytics firm Ace Metrix.

E.J. Schultz of Advertising Age contributed to this report.