Audi and The Godfather

My thoughts in general: This year, I actually watched part of the Superbowl. I don't make it a habit to watch televised sporting events (or non-televised ones, for that matter). However, whenever I do end up watching the Superbowl, I find it rather pleasurable to watch the commercials (mostly the beer commercials). I have yet to see a Superbowl commercial that tops the Emerald Nuts commercial from a couple of years ago. Eagle-eyed Machete Enthusiasts Recognize A Little Druid Networking Under The Stairs.... Though I may never see another commercial to match this favorite of mine, my interest was drawn to the TV this year when I saw the exterior of the film-producer's mansion from The Godfather. I continued watching, and I found that a man woke up covered in oil with the severed front-end of his automobile in bed with him at the foot of the bed. I immediately recognized that intertextual reference to The Godfather, and I wondered where the commercial was going. Soon, the commercial cut to outside the mansion and a fancy, sleek-designed car was zooming toward me. I don't know much about cars, but I know now that the car was an Audi R8.



My thoughts on application: I felt almost betrayed that one of the best films ever made was used to hock some sports car in which I have no interest. However, I recognize some potential pedagogical value in this commercial. It is clearly intertextual, which would make it a great example to use in teaching post-modernism/intertextuality. However, I also find it interesting that a "classic" film is used to sell a modern (post-modern?) vehicle. In the context of the film, the car has no place. Is this actually sending a message about the car having no place in the previous repertoire of Audi vehicles? Perhaps, the audience is being told that if we buy this car we will stand out from among/be superior to our fellowmen. This is a great example to use in teaching intertextuality, especially because you have to know (at least have a cursory knowledge of) The Godfather. Such understanding is vital to realize that the advertising agency (and maybe the car manufacturer) is telling us that the Audi R8 is "an offer [we] can't refuse."