After a five-year career at tech titan Hewlett-Packard he joined Audi’s International Product Marketing department in 1998 and quickly rose through Sports Marketing and Videogame Integration before starting in his current role in 2010. Mensing is a highly-skilled operator with more than 20 years of experience at Audi. “For us the movies are a perfect possibility to present our brand values and models to a large global audience in an authentic, elegant and more decent way.” “It is a win-win-situation,” says Kai Mensing, the supremo of Audi’s Product Placement International division. The coverage drove traffic to the movie and Audi which is exactly what it intended. The connection with Audi accelerated in 2010’s Iron Man 2 as an R8 Spyder features in one of the most memorable scenes where Stark makes full use of its open top by driving down the Pacific Coast Highway with a massive life-saving structure sticking up from the passenger seat.īy the time that Iron Man 3 came around in 2013, the partnership was in top gear as auto aficionados began posting reports online about the scenes featuring Stark’s car collection which, this time, included the Audi R8 e-tron. Its two-seater R8 Coupé was chosen and quickly shot to fame as Stark is seen on-screen driving it to glitzy parties and air force bases. Then come the cars.Ī billionaire tech genius would have the most sleek and sporty ride so rather than build one bespoke, Marvel turned to German luxury auto maker Audi. Likewise, when a business show is seen on television it’s a scene recorded by CNBC anchor Jim Cramer on the set of his Mad Money show. When Stark orders fast food it isn’t a fake brand, it’s Burger King. What really made it believable were the details. Stark’s mansion sits on an actual cliff on the coast of Malibu and his first flight as Iron Man takes him over Santa Monica pier. The technology didn’t seem too far-fetched and even the locations were familiar. The first movie in the series was Iron Man and it was a game-changer as it seemed to be set in the real world. It’s no coincidence.Īudi’s connection to Stark stretches back to the dawn of the Marvel Cinematic Universe in 2008. It subliminally suggests that the car is synonymous with speed and reliability whilst also associating it with one of the most iconic characters in film. Instead he gets behind the wheel of an all-electric Audi e-tron GT concept car. As the fate of the universe hangs in the balance Stark doesn’t fly himself over to his super friends or ride there on a rocket. Iron Man is one of the most popular superhero series amongst kids of all ages.In one of the movie’s most emotional scenes, Tony Stark, the billionaire tech genius played by Robert Downey Jr., races over to reconcile with his fellow Avengers and don his high-tech Iron Man armour once more. Every child aspires to become a hero and fight against the evil forces. Superheroes are always a hit with kids, especially boys.
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