The German carmaker has all the details in its official press release which includes among other things, a statement made by director Jon Favreau that really caught our attention. The statement concerns Favreau’s original plan to use the R8 in a final crash scene with Iron Man’s adversary. “The crash just wasn’t spectacular enough! Our stunt specialists did their best to turn the R8 over onto its roof, which would have given us a dramatic final scene, but they failed – the car clung to the road too well!”, said Favreau.
We don’t now why, but the first thing that comes into our mind right now is the waste product of bulls… -Details and images after the jump
„Iron Man“ and Audi R8: Vorsprung durch Technik
· “Iron Man” opens in theaters around the world in early May 2008
· Audi campaign accompanies the product placement
· Technical details, backgrounds, history: www.audi.com/ironman
Robert Downey Jr. plays Tony Stark, the leading man in the
“The Audi R8 is the perfect car for Tony Stark,” says Iron Man’s director Jon Favreau. “It’s a technical masterpiece, it’s fast and safe – and it’s the ultimate eye-catcher.” Tony Stark delights in luxury; he’s intelligent, demanding and a lover of life to the full. Naturally he utilizes his exceptional abilities for the good of mankind – when he takes on the personality of Iron Man, his super-hero alter ego. There has never been a comic-strip hero with such a deep-seated understanding of technology and the opportunities opened up by innovation and progressive ideas.
The attitudes that the leading character represents were one of the main reasons why Audi became involved in this production: interaction between the role, the movie as a whole and the product is the decisive factor in successful product placement. Michael Renz, Head of Central Marketing at Audi, says: “The character and lifestyle of Tony Stark tie in very well with the attributes of the Audi R8. And in any case, “Iron Man” is one of the world’s best-known, never-aging super-heroes – an opportunity we were determined not to miss!”
But in reality the combination of automobile and screen hero has to be credible – actor Robert Downey Jr. sees it this way too. “I grew up with the Audi mystique. This carmaker has always been right in the forefront when it comes to technology, performance, innovation and safety. I see Tony and myself as worthy ambassadors for Audi – we’re genuine fans of the make.” Renz too regards this as an important precondition: “Unless the star of a production identifies with the brand, and the image of the leading role matches what Audi stands for, the connection is simply not credible enough. We’re fortunate in this respect: Many Hollywood stars value Audi very highly, and are driving our cars in their private lives anyway.”
Audi has another worthy ambassador on the cast list too: Tony Stark’s assistant
Instead of this, Stark develops and builds a revolutionary metal suit of armor while in the kidnappers’ clutches. With its aid he is able to escape and reach home again. His next move is to perfect his suit and start to combat what proves to be a conspiracy of global dimensions. Another loyal colleague in addition to
This comedy drama, which is full of action and special effects, opens in theaters around the world in early May 2008, but fans and other interested people all over the world don’t need to wait for the movie to reach their local theaters before immersing themselves in the world of “
The micro-site goes online at www.audi.com/ironman on March 10, 2008.
Early in April, communication measures in
Although the Audi R8 impressed the cast and the production team so much while the movie was being shot, director Jon Favreau found himself facing a slight problem as the story reached its climax. He had planned for the car to be used in a final scene by being involved in a dramatic collision with Iron Man’s wicked adversary. This had to be omitted from the final cut, Favreau explains: “The crash just wasn’t spectacular enough! Our stunt specialists did their best to turn the R8 over onto its roof, which would have given us a dramatic final scene, but they failed – the car clung to the road too well!”
It looks as if the Audi R8 had better stick to what it does best, even after a promising start to its acting career. One of the great
Another important role in “Iron Man” – apart from Robert Downey Jr., Gwyneth Paltrow, Terrence Howard and of course the Audi R8 – is played by Jeff Bridges. Jon Favreau is the director and the screenplay was written by Mark Fergus, Hawk Ostby, Art Marcum and Matt Holloway. The producers of “Iron Man” are Avi Arad and Kevin Feige, the executive producers Louis D’Esposito, Peter Billingsley, Jon Favreau, Stan Lee and David Maisel.
Audi has a long product placement tradition. Systematic placement of automobiles in movies is an important element in its communication strategy. Of course, all activity of this kind has to be in conformity with Audi’s general brand strategy. This is why Audi chooses the projects carefully. Its contribution to the movie ‘I, Robot’ (2004) was spectacular: Will Smith drove the RSQ, which was especially designed for ‘I, Robot’ and in fact a futuristic design study for the Audi R8 now seen in ‘Iron Man’. Cars from the brand with the four-ring emblem were also to be seen as “leading automobile actors” in John Frankenheimer’s classic action movie ‘Ronin’ (with Jean Reno und Robert De Niro, 1998), and in ‘The Insider’ (with Russell Crowe, 1999), ‘Mission Impossible II’ (with Tom Cruise, 2000), ‘The Mothman Prophecies’ (with Richard Gere, 2002), ‘About a Boy’ (with Hugh Grant, 2002), Reese Witherspoon’s ‘Natural Blonde 2’ (2003), ‘Transporter 2’ (Jason Statham, 2005) or ‘The Bourne Ultimatum’ (Matt Damon, 2007).