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Audi Teams Up With Ironman for the summer movie blockbuster
It seems entirely reasonable to us that if you’re a black-sheep billionaire aspiring to be a superhero, you’d choose a bad-boy upstart of a car to tool around town in… and Tony Stark, aka ‘Ironman’ has chosen an Audi R8 for the task. Of course, when you’ve got an invulnerable metal suit that flies, you don’t really need a car, but hey, you can’t walk around in a tin can – however powerful and stylish it may be – all the time.
Audi has joined forces with Paramount Pictures and Marvel Studios, a subsidiary of Marvel Entertainment, Inc., for the release of the movie version of “Iron Man” due in theaters May 2, and will launch a global marketing campaign highlighting the role of Audi in the film.
Robert Downey Jr. is Tony Stark – the title character in the film. His superpowers are the result of the highly versatile and indestructible high-tech armor that he developed himself. When he is without his suit, the technically-adept billionaire relies on the Audi R8.
“In addition to being a billionaire industrialist, Tony Stark is also a mastermind of invention and engineering,” says Scott Keogh, Chief Marketing Officer for Audi of America. “The R8 is the ultimate execution of Audi design and engineering, so it perfectly reflects his character.”
Tony Stark is smart, successful and uncompromising. And naturally he puts his extraordinary capabilities to work for the good of mankind – in the form of Iron Man, his Super Hero alter- ego. No other comic book hero has such extensive knowledge of technology or of the opportunities offered by innovation and cutting-edge ideas.
“The R8 is the perfect car for Tony Stark, “Iron Man” director Jon Favreau said: “It’s a technological masterpiece. Plus it’s fast, safe and sure to be noticed.” The leading lady, Oscar® winner Gwyneth Paltrow (Virginia “Pepper” Potts), drives an Audi S5 in the film.
The global Audi campaign themed to the film launches with a special micro site, where Audi and Iron Man fans around the world will be able to immerse themselves in “Iron Man” content. Early in April, communications will be stepped up, with television and cinema commercials, and outdoor advertising in the United States and international territories.
“We are thrilled to have Audi contributing to our global marketing plans supporting this exciting film,” commented LeeAnne Stables, SVP Worldwide Marketing Partnerships for Paramount. “Audi’s creative collaboration with the studio on their campaign has resulted in a perfect meld with the movie and that’s a dream partner.”
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