January 20, 2009. It was a key moment of progress in American history and politics. And in the spirit of that day, it was an ideal setting to introduce people to Audi's own story of progress. 

Our idea was for Audi to own the day. To be the unofficial sponsor of the President's Inauguration. To do that, we followed people through their day, talking to them at various touchpoints along the way - from first thing in the morning to the ceremony in the afternoon to the nighttime and the evening news. On all three major networks, we sponsored a limited commercial broadcast with content specifically created for the occasion. It was the first time ever a brand created a roadblock on the evening news.