It's one of the biggest weeks for global advertising with the Superbowl at the weekend and the inevitable online collection of prequels coming out all week.
Audi have decided to tick the most emotional box of all and use a David Bowie song in their 60 second spot.
Surrounded by memories of the Space Age’s golden years, a retired astronaut has lost his zeal for life. Eventually his son brings him for a drive in an Audi which is when the Bowie song kicks in.
Too soon, or a moment of marketing genius?