Robert Downey Jr. plays Tony Stark, the leading man in the Paramount and Marvel Studios movie version of "Iron Man". Head of a big industrial complex, he owes his super-powers to an indestructible, hi-tech suit of armor of his own design that has a variety of uses and earns him the title "Iron Man."
When he's not wearing it, this billionaire technophile relies on his Audi R8. It matches Stark's super hero guise very well: The slits through which Iron Man views the world resemble the all-LED headlamps on the R8, Stark's artificial heart with its ring of lights recalls the sports car's exposed mid-engine and his immensely tough armor is matched by the Audi Space Frame, the high-strength aluminum structure on which this hi-tech automobile is built. The film's hero and his favored mode of transport both symbolize Audi's famous technical leadership claim: "Vorsprung durch Technik."
"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!"
No comments:
Post a Comment