Audi Norway’s “Don’t Hate. Imitate.” was a series of online films produced in a humorous response to competitor General Motors’ Super Bowl campaign. GM promoted its electric vehicles with the message “Why does Will Ferrell hate Norway?” Their spots featured Hollywood star Ferrell declaring his hate for Norway. His “hatred” was fueled by the fact that Norway is selling more EVs than any other country. As the best-selling EV-brand in Norway, Audi had to fight back. And, we had to act fast to win the EV-battle of The Super Bowl. Our comeback was produced and launched within just 48 hours of the GM ads, just in time for Super Bowl.Our comeback starred Game of Thrones star and proud Norwegian Kristofer Hivju. We fought back with tailor-made responses with one simple message: Don’t Hate. Imitate.In GMs main ad Ferrell, in his determination to hate Norway, punched a hole in a globe where Norway is located. In our first execution we turned the crushed globe, into the key element of our response to GM and Ferrell.
