Mumbai: Audi has joined forces with Paramount Pictures and Marvel Studios for the release of the movie version of Iron Man due in theaters 2 May, and will launch a global marketing campaign highlighting the role of Audi in the film.
 
The Audi campaign accompanies and builds on the Audi R8 integration. 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 Audi of America chief marketing officer Scott Keogh. "The R8 is the ultimate execution of Audi design and engineering, so it perfectly reflects his character."
 
"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 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 Paramount SVP worldwide marketing partnerships LeeAnne Stables. "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."
 
The film’s hero along with his favored mode of transport both underscore Audi’s famous technical leadership claim: "Vorsprung durch Technik."
 
The combination of automobile and screen hero has to be credible – actor Robert Downey Jr. feels. "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."
 
The key marketing visual shows Iron Man with the Audi R8. This action-packed visual layout recalls a movie theater poster and is intended to draw Internet traffic to this dedicated web site. The decision in favor of this theater-style campaign was a deliberate one, with the aim of strengthening the link between the Audi R8 and Tony Stark, a.k.a. Iron Man. In communication terms it is very different from Audi’s regular advertising.
 
"We wanted to create an eye-catching campaign that will connect with both Iron Man buffs and film lovers," says Keogh. Advertising measures are also being put into effect at Audi dealers, during the month of March.