GM may find that Super Bowl advertising isn’t worth the expense, but Audi sees it a bit differently. A veteran of five Super Bowl ad campaigns, Audi will return in 2013 for a sixth time, led by advertising agency Venables Bell & Partners.

Before the big game, though, Audi will advertise during the regular NFL season, kicking things off with a new ad for the S8. Entitled “Suspect,” the sixty-second spot is an homage to classic bank heist films, and it goes to show that you can’t believe everything that you see. That, or the fact that the mind wanders when it’s not otherwise occupied.

Audi is showing off its S luxury performance line for a good reason, too: for the first time in the brand’s history, all S models sold in Europe will also be available in the United States.

Expect to see the “Suspect” ad on other cable channels as well, including FX, National Geographic, ESPN, AMC, USA and Food TV, and a shorter, 30-second spot will debut online.