Audi today launched an ad that will run now as a companion to their A8 commercial, airing during the Super Bowl itself. The companion ad, called “Goodnight”, begins airing on cable networks now and will run on the networks during the playoff games this weekend.

This particular piece is  patterned after the popular and classic “Goodnight Moon” book that almost everyone remembers from their childhood. Since Audi is trying to redefine luxury, they’re saying “goodnight” to the gaudy trappings of wealth.

Since the Audi A8 base model starts at an MSRP of $78,050, we’re not sure if they really succeeded in redefining luxury, but it’s a cool commercial nonetheless! Check it out in standard def and HD.