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In the General Motors Super Bowl commercial, Will Ferrell is seen hitting a globe as he gets angry that Norway is far ahead of the United States in electric vehicle sales. The country is used like a leaf in the McCann Worldgroup ad, which goes on to carry GM’s message that its proprietary Ultium battery technology will help pave the way for wider adoption of EVs in the United States.
But now Audi’s Norwegian division is fighting back against GM and Ferrell, with the help of Norwegian actor and “Game of Thrones” star Kristoffer Hivju. In a new video, he is seen picking up a globe like the one Ferrell hit, saying, “You wanna hit us in the face?” and ends with the message: “Don’t hate it. Imitate.”
Audi is one of the brands that generates a high percentage of its sales in Norway from electric vehicles. According to the brand, “the number one model on the market was the fully electric Audi e-tron”.
“Norway is a peace-loving nation, but we strongly felt that GM’s hate campaign deserved a quick response, of course with a touch of humor,” says Audi Norway.
The response, which comes from Oslo-based creative agency POL, includes two more videos that serve as a line-up to the teaser videos featuring Ferrell that GM aired ahead of the Super Bowl commercial. In one, Hivju challenges Ferrell’s reference to the country’s first “mackerel fight” by reading a bogus “Norwegian history book.” In the video, Hivju suggests that salmon is actually Norway’s preferred species for fish fighting.
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