Audi e-tron Sportback Super Bowl Ad “Let it Go” has been released

It’s that time of year again, when Super Bowl commercials begin trickling out days in advance. As a massive fan of the NFL, this is one of my favorite times of the year. But as a car fan, the commercials are icing on the cake. We’ve already seen a few great ones, such as Hyundai’s “Smaht Pahk” commercial, featuring Chris Evans, Rachel Dratch and John Krasinski with hilarious Boston accents. Audi is always good for a Big-Game commercial and this year’s features Game of Thrones’ Maisie Williams.


The Super Bowl ad starts out with Williams walking up to the all-new Audi e-tron Sportback, singing “Let it Go” from Disney’s Frozen. Soon after setting off, she’s immediately stuck in dense traffic, surrounded by smog-emitted trucks and buses. She quickly turns out of the traffic and onto some open road, singing the song louder.

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If I’m being honest, it isn’t Audi’s best Super Bowl work. We get the message; let go of inefficient, polluting internal combustion and get into an electric car to help create a more sustainable future. Obviously, it’s an important message and one we agree. However, as an ad it’s not as good as some of Audi’s previous SB commercials, as the brand seems to always have great ones. For instance, “Starman” from a few years ago, featuring an aging Astronaut and an Audi R8, as well as “Daughter” from 2017 which sent a great message about equality.


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Still, Maisie Williams is a great talent and it’s always good to see her again and the Audi e-tron Sportback is an important car for Audi so it’s nice to see it getting some airtime during the Super Bowl, one of the most watched television events in America. Also, thanks a lot, Audi, now I’ll have that damn song stuck in my head for the rest of the night.

Nico DeMattia

I've been in love with cars since I was a kid, specifically German cars. Now I get to drive them talk about them on the internet.