Audi and Marvel: One Sick Partnership
Audi’s partnership with Marvel has given the brand carefully selected exposure of some of their latest and greatest vehicles.
Written by Serena Aburahma
Reviewed by Kathleen Flear
Anyone who has watched Marvel's Iron Man movies knows that Tony Stark, played by Robert Downey, Jr., has
a garage full
of some seriously cool rides. It's no accident, though, that his main car is always an Audi
. While you'll also see Marvel
showcasing BMW
and other brands, Audi has a longstanding advertising partnership. Tony Stark's also not the only character in the Marvel universe who throws around an Audi in thrilling scenarios. How did Marvel and Audi start the partnership?
Having gorgeous, cutting-edge Audis appear in the Marvel movies was a strategic move on the part of the carmaker. Product placement in television and movies is nothing new, but this arrangement is more than just flashing a cereal box at the breakfast table.
With Marvel characters very regularly driving an Audi (albeit in some crazy situations), the cars become an extension of their coolness. For example, Tony Stark, the billionaire techie, makes the brand "synonymous with speed and reliability," Forbes writes.
How the arrangement benefits Audi
Having their cars in motion pictures is also a huge way for Audi to gain exposure over the wide range of viewers around the world. In addition, since all movies go from theaters to streaming services, to television, the carmaker benefits from the product placement for many years to come.
That kind of return on investment is immense for Audi. The partnership also gives Audi a space where it's able to carefully orchestrate its message and image without competing with other ads or brands (like in the traditional media sphere), another added bonus.
The campaign's success opened up the possibility of more Marvel characters driving the coolest Audis. The likes of Captain America, Spiderman, and Captain Marvel also spend time in Audis.
As an extension of the placement in films, actors like Robert Downey, Jr. also zip around town to key events in an Audi. These and other images make their way to
social media or YouTube
, which is another way for the cars to become even more popular and reach more of an audience.The most popular Audis in Marvel films
Tony Stark definitely tops the list with his great lineup of Audis which started with the 2008 Audi R8 Coupé in the first Iron Man film.
After that, he also sported an Audi R8 Spyder in the 2010 sequel. Perhaps his showstopping ride, though, was the all-electric Audi R8 e-tron in Iron Man 3 in 2013. Downey, Jr. also showed up to the premiere of Avengers: Endgame in an Audi e-tron GT concept (the
latest RS e-tron GT
is a stunner), turning even more heads.Besides Stark, Spider-Man: Homecoming features Spidey driving a decked-out spiderwebbed Audi R8 Spyder V10 in 2017. Captain America has his spot when he vrooms through a chase in an Audi SQ7.
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