Electrifying Super Hero: Why Spider-Man Drives an Audi e-tron

Spider-Man™ and the Audi e-tron GT — a daring duo. The two made their electrifying debut in the video clip The Science Fair. Find out why the Super Hero drives an Audi and which role product placement plays for the brand with the Four Rings.

06/19/2019 Reading Time: 2 min

Spider-Man and the Audi e-tron GT concept

The Science Fair: welcome to the next Marvel adventure

What do Peter Parker (a.k.a. Spider-Man) and his best friend Ned need to win a science project? Easy: just the best electric motor of all time. Good thing that the two are talented enough to build their prototype with a few twists of the wrench. The electric motor wouldn’t make much of an impression on its own, though. To increase their chances of winning the competition, Peter Parker arranges at the last minute to use nothing less than the  Audi e-tron GT concept – the perfect way for the engine to show what it can do.

Teaser released ahead of the world premiere

The tension is building. Sony and Audi release a short teaser titled The Science Fair prior to the world premiere of Spider-Man: Far From Home. Anticipation for the newest movie set in the Marvel Cinematic Universe continues to grow. The production of the video clip is so close to the original movie that you might get the impression that it is an unreleased scene or a funny clip from the closing credits. It makes the long wait until the official launch in the USA on July 2nd more bearable.

The teaser The Science Fair is the result of a major cooperation between Sony Pictures Entertainment and Audi. For Audi, appearing in a movie is nothing new: cars from the brand with the Four Rings have already been the trusty sidekicks of many a hero in the Marvel Cinematic Universe. Several Audi models have already snagged near-starring roles in Iron Man, Avengers, and Spider-Man: Homecoming. And car fans can expect a standout performance in the new Sony movie, as well. The Audi e-tron will appear on the big screen along with Spider-Man and other Audi models.

Audi and Hollywood – the perfect match

But why does Audi enter into collaborations like this? “Product placement is an important part of our marketing strategy at Audi. The collaboration with Sony Pictures Entertainment and Marvel Studios gives us a great opportunity to present our brand in a truly spectacular way,” explains Sven Schuwirth, head of digital business and customer experience at Audi. “Films like Avengers: Endgame or Spider-Man: Far From Home attract a great deal of attention, and that allows us to reach a large audience of fans, customers and potential customers.”

Peter Parker and Ned in the Audi e-tron GT concept.
Peter and Ned impressed the jury with their electric motor and the Audi e-tron GT concept.

More than just product placement

There’s more to the collaboration than meets the eye: with this type of product placement, Audi models not only get attention from potential customers; they also become a part of cinematic history. Long-term planning and close cooperation with the production company are essential. “We normally need one to two years lead time to incorporate a car into a movie. It all starts with the script. After that, we brainstorm with the studio to see which models we could use in the overall context of a global campaign,” explains Schuwirth. The new Spider-Man movie shows how closely Audi and Sony Pictures Entertainment worked together. J.B. Smoove, who could be seen as the driving instructor in the Audi ad Driver’s Test a few weeks before Spider-Man: Homecoming, got a role in the current Marvel movie. Marvel Cinematic Universe producer Kevin Feige was so impressed by his performance in the Audi ad that he was eager to hire him for Spider-Man: Far From Home.

(!) Caution (!) Spoiler for The Science Fair
Peter and Ned unfortunately only get second place with the Audi e-tron GT concept, but what else could be expected when the competition was a potato arc reactor? One thing is sure, though: the jury loves it, Spider-Man loves it... Audi e-tron GT concept, we love you ...

Audi e-tron GT concept
Audi e-tron GT concept

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