The too-hot fever that swept the United States when rock and roll was introduced to the masses is the same type of sexy sweat Audi hopes viewers will have when they see the 2017 Audi A4.

The campaign kicks off today with a 60-second television commercial called “Rock and Roll,” illustrating how “intelligence is the new rock and roll,” playing into key buying demographics featuring tech developers, CEOs, and scientists.

“Technology is immersed in every aspect of culture and life today, and its impact is undeniable. The creative campaign for the Audi A4 embodies this movement,” said Loren Angelo, Director of Marketing, Audi of America. “The all-new A4 is one of the most intelligent cars on the road, with leading performance, technology and efficiency.”

The campaign also includes shorter commercials. According to Audi,

“Pilotless” showcases the new piloted driving features in the A4 – adaptive cruise control with stop & go and traffic jam assist. The semi-autonomous driving feature automatically maintains distance from the vehicle in front, including braking and accelerating, between 0-37 mph. “Touch” shows how, every day, technology is getting smarter and more powerful with Audi A4 at the forefront.

Three 15-second spots will highlight the speed, connectivity and technology of the A4. “Intelligent Statement” features the revolutionary Audi virtual cockpit, a fully digital instrument cluster; “Faster” showcases the newly designed infotainment system with standard Audi smartphone integration, which supports Apple CarPlay™ and Google™ Android Auto; and “Horsepower” highlights the powerful new 2.0-liter TFSI® engine.

The 2017 Audi A4 is arriving in dealerships now.