Audi Norway’s “Don’t Hate. Imitate – The Super Bowl Clapback” was made as a direct, real-time response to competitor General Motors’ Super Bowl ad launched just days before the big game. Our swift video responses were produced and launched within 48 hours, just in time for The Super Bowl. Our social videos were targeted directly at GM and their hired gun, Hollywood star, Will Ferrell. And by targeting GM and Ferrell directly with hilarious, entertaining responses, we achieved our other target: Social sharing and being at the center of the conversation in connection with the biggest sporting event in the

For this year's Super Bowl campaign, General Motors promoted its electric vehicles with a series of teasers and a lead spot. “Why does Will Ferrell hate Norway?” was GMs big question. The spots featured Hollywood star Ferrell declaring his hate for Norway and waging war on the nation up north. His “hatred” was apparently fueled by the fact that Norway is selling more EVs than any other country in the world. As the best-selling EV-brand in Norway, Audi felt the need to respond swiftly and fight back in true Norwegian, salmon-slapping style with the best Norway have to offer. With just days left to the Super Bowl, we had to act fast to win the EV-battle of The Super Bowl.

“Don’t Hate. Imitate” was the perfect response to GM’s and Will Ferrell’s “hate” for Norway. Urging them to follow our lead, rather than hate. We got Game of Thrones star and proud Norwegian Kristofer Hivju (aka Tormund Giantsbane in GoT) to defend our country and spearhead our epic clapback against Ferrell and GM.

With just days left to the big game, it was key to respond as fast as possible and target GM and Will Ferrell directly and get together all the ingredients for a great, shareable social video response. And so, we did: Two big stars and two big brands in a public “back and forth” war, national pride, the biggest sporting event on the planet and hilarious video content that made people laugh, talk and share in their social media.

Our comeback videos starred Norwegian Game of Thrones star Kristofer Hivju. We plaid around with key elements and storyline from the GM ads and hit back with a humorous twist. In GMs ad Ferrell, in his determination to hate Norway, punched a hole in a globe where Norway is located. We turned the crushed globe, the symbol of his hate to Norway, into one of the key elements in our response. Ferrell also prank ordered 5 million pizzas to Norway.and mocked the history of Norway. All in which we used to create the perfect comeback. Our response videos where spread on facebook, youtube, Instagram and earned media and seen by millions.

Pitched, produced and launched within 48 hours and just in time for Super Bowl. We fought back in true Norwegian style with a tailor-made, video response to Will Ferrell and GM with one simple message: Don’t Hate. Imitate.

Our response videos got over 3,4 million views in just 3 days. It generated 1257 news media stories, 750 million earned media impressions, giving us earned media coverage worth approx. $8 million.

With just a fraction of the spend of the GM ad we responded to, we punched way above our weight. We “won” the battle of EV-cars on the biggest day of TV advertising with a social video.

And the ultimate approval and mark of success: Our campaign created so much attention GM had to come out and address it publicly. In the words of our new frenemy, the official GM statement: “It’s been incredible to see the high-profile creative responses to our Super Bowl ad. Audi Norway’s video series is an absolute favorite at GM”.