Audi in Iron Man

When your time is split between fighting crime as superhero Iron Man and knocking up genius inventions for your inherited engineering empire, Stark Industries, how does a playboy billionaire enjoy a little down time and relax? If you’re Tony Stark (which I’m guessing you’re not), you like to whizz about town in your Audi R8. The car features heavily in the film and is even joined by other Audi vehicles: the S5 sports coupe (as driven by Gwyneth Paltrow’s perky love interest Pepper Potts), the s6 sedan and the Q7 SUV.

It is the latest big movie tie-in from the German car manufacturer since Will Smith’s sci-fi actioner I, Robot in 2004, as it looks to up its American profile. It wasn’t even Marvel, in its self-financing debut, which sought out sponsorship from the car firm; rather it was Audi that took to the proverbial casting couch to earn its starring role.

“With his ingenuity and passion for technology, Tony Stark personifies Audi’s values,” said Dirk Roder of Audi international film marketing, entertainment and gaming. “He’s the kind of guy every girl wants to date and every guy wants to be.” His colleague, Michael Renz, Head of Central Marketing at Audi, is similarly thrilled at the association: “The character and lifestyle of Tony Stark tie in very well with the attributes of the Audi R8.”

This marketing marriage between Iron Man and the German car manufacturer is one that director Jon Favreau (who also stars in the film as Stark’s bodyguard, Hogan) was keen to get right: “The Audi R8 is the perfect car for Tony Stark,” said Favreau. “It’s a technical masterpiece, it’s fast and safe – and it’s the ultimate eye-catcher.”

Kevin Feige of Marvel also considered there to be other benefits to the car’s selection, explaining: “The car fit very well with the aesthetic the production designer was putting together.” This onscreen symmetry is realised through the car’s visual references to Stark’s armoured suit. The costume’s glowing chest plate is reflected in the car’s engine glowing by night, the headlights resemble the superhero’s helmet while the pair share tough, metallic exteriors.

Star Robert Downey Jr., who doggedly petitioned Favreau for the chance to play Stark, is not only an erstwhile fan of the Iron Man comics but the Audi brand as well. “I grew up with the Audi mystique,” said the actor. “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.”

This effusive gushing from both parties suggests that Audi has indeed found a suitable home with Tony Stark and with rumours of a sequel for 2010 the romance shows no signs of growing old. But Audi isn’t the only prominent use of product placement in Iron Man, with a variety of familiar names such as Dell, LG, Verizon, Vanity Fair, Rolling Stone and Burger King also popping up.

Of course grabbing a burger or reading a glossy magazine are not quite as aspirational or exciting as cruising in a R8, but being a regular, existing car model (though bloody expensive – $110, 000 and hard to find), it does provide fans with the rare ability to purchase the same car as their onscreen action hero. It’s either that or cobble together your very own flying armoured suit with flamethrowers, anti-tank missiles and guns. Now you don’t see them making that on Blue Peter.

Shame.