In previous postings, the presence of Audi product placement in the recently released Iron Man 3 movie has been spotlighted. The involvement of Audi in the Marvel Comics based blockbuster was heavily publicized and (to a degree) blatant. Drawing a North American audiences to fork out 175.3 million dollars during the opening weekend, the success of Iron Man 3 and several related media appearances have placed vehicles like the Audi S7 Sportback as well as the R8 e-tron in view of maximum eyeballs.
In contrast to the on-screen promotion of Iron Man 3 where Audis were placed alongside Robert Downey Jr. and Gwyneth Paltrow, the German automaker has forged a connection to another upcoming 2013 Hollywood blockbuster. Not specifically related to the film Star Trek Into Darkness, an Internet video released ahead of the movie’s May 17th release features the actors behind the franchise’s most popular Science Officer in competition. A video titled “The Challenge”, the original Spock Leonard Nimoy and the new Spock Zachary Quinto face-off in an Earth-based driving adventure.
Pitting Spock against Spock, the video has Leonard Nimoy and Zachary Quinto racing to a golf country club with the losing participant paying for lunch. Quinto loads his golf clubs into an Audi S7 Sportback while Nimoy attempts to win “The Challenge” in his Mercedes-Benz CLS 550. It’s amazing that the Spock actors just happen to be driving competing European vehicles presented in the four-door coupe sub-category. Being an Audi video, it is natural to see the Quinto’s drive in the S7 Sportback is a more harmonious experience than Nimoy did with his CLS 550. As a Star Trek fan, Hearing Leonard Nimoy’s dialogue getting bleeped was as amusing as the time in Star Trek 4 and at the end of Star Trek 6 when Spock dropped some “colourful metaphors”. Without giving much away, the Audi S7 Sportback obviously prevails in “The Challenge”.
The end of the challenge but not the Audi video, both Spocks present at the country club delivers additional treats to Star Trek fans. For those fans of the original series bitter about Zachary Quinto beating Leonard Nimoy, the older Spock drew upon a logical move to triumph in the challenge despite the drive. At the very end of the video, a cameo appearance is made by the autonomous-driven Audi TTS. Witnessing the self-driving vehicle firsthand, both Nimoy and Quinto respond “Fascinating!”.
Since Star Trek was set in a futuristic setting, product placement had proven difficult on the popular sci-fi series for decades. The current attitude of Hollywood has not left the Star Trek franchise immune to the influence of in-film advertising. The J.J. Abrams 2009 Star Trek has found an occasion to depict a 23rd century existence for Budweiser and Nokia. The Audi video is one of what have been several satirical occasions where the actors explore their Star Trek personas in real life to advertise products. In a continuing mission to explore new worlds, the Internet video is final frontier in advertising.
Audi’s Zachary Quinto vs. Leonard Nimoy: “The Challenge”
Information, photo and video source: Audi AG
Drawing inspiration on the recent vampire television and movie craze, the latest 60-second Audi Super Bowl commercial features the brand’s newest S7 Sportback. Though the ad features an exclusive cast of vampires, these Audi luxury car TV spot have not be the blood-like elixir fans of the myriad of romantic drama-based vampire flicks will enjoy.
Capturing the modern vampire depiction as young and stylish rather than the legendary Dracula, this latest Super Bowl advertisement has the popular nocturnal creatures partying in the woods around a bonfire. As the crowd of vampires celebrate in the darkness, one of their comrades was rushing to the party in the five-door coupe. Showing up with the vampire’s equivalent of a keg of beer (a cooler of blood), the 2013 Audi S7 Sportback illuminates the night with its available LED headlamps. Serving as one of the more recognizable features obtainable on Audi vehicles, the LED headlights are not only four times more efficient than convention halogen light but project a much higher intensity of white light. As the vampire drives his S7 Sportback to the ‘blood-sucker’s’ social gathering, the pure white light energy from the Audi S7 Sportback (an innovation that helped Audi win the 2010 and 2011 Le Mans 24-Hour race) resulted in a side-effect from the partying clan. Once arriving at his destination, the vampire driving his Audi S7 Sportback unknowingly brought a plague to forest. The bright light of the S7 Sportback’s LED headlamps destroyed almost every vampire around the bonfire.
The 2012 commercial isn’t the not time Audi has attempted to poke fun at pop culture signatures. In 2009, the automaker make light of the culture trend that made words like “Going Green: and “Carbon Footprint” a nemesis to many automobile fans.
In the commercial that ran during Super Bowl 44, Audi rose against a fictional force of near draconian environmentalist. The advertisement depicted an environmentally friendly world radically enforced by a large and forceful squad called the “Green Police”. To the musical background of a rerecorded version of the Cheap Trick classic “Dream Police”, the Green Police aggressively carried out arrests of people deemed to be making decisions harmful to the environment. At the end of the 2010 Super Bowl commercial, a Green Police member at a highway checkpoint observed the German luxury brand’s newest Audi A3 TDI Clean Diesel. Satisfied with the clean diesel powerplant, the Audi A3 TDI was allowed to proceed.
The 2012 Super Bowl advertisement is the 5th year that Audi has provided a car commercial during the most-watched annual sporting event on television. Since launching this promotion during an American football broadcast, their objective has always been to break into the lucrative United States premium car market. Achieving record sales in 2011, Audi has shown a winning ability to score touchdowns in the marketplace.
Information and photo source: Audi USA
Debuting at the 2010 Paris Motor Show, Audi’s entrance into the popular sub-category where sedans and coupes merge. A premium car grouping popularized with the entrance of the Maserati Quattroporte and the Mercedes-Benz CLS, vehicle designs began to conceive the sporty athleticism of a coupe with more than the conventional two passenger doors.
Audi is considered a late adopter to the bold fusion trend waiting this year to enter the unique vehicle segment. Creating the captivating, new A7 Sportback five-door coupe, the new Audi was presented to the United States with a 310 horsepower supercharged V-6 powerplant. Capable of delivering luxury comfort and excitement, Audi fans awaited the high-powered version of the A7 Sportback. Dropping a V-8 engine into their five-door coupe, the Audi S7 Sportback unleashes heightened performance in concert with the slippery shape.
Unlike the S6 and S8 cars debuting to the public alongside at the 2011 Frankfurt Motor Show, the Audi S7 Sportback has no previously established benchmark. The premiere of a high-performance five-door coupe, the Audi S7 Sportback starts on the aggressively elegant exterior design of the A7 featuring Audi’s extensive use of aluminum body panels. Depending on only subtle, shiny enhancements to dress up the modern vehicle look, detailing is provided to the grille, front and rear bumper as well as to the side mirrors of the Audi S7 Sportback. Admirers of the Audi S7 Sportback will also take note of the vivid badging identifying the special vehicle with ‘V8 T’ and ‘S7’ markings. A diffuser is integrated with the S7 Sportback’s rear companioning with the fastback window. Presented in 9 exterior colours, Estoril Blue and Prism Silver is added to the S7 Sportback edition selection list. While the colours give the Audi S7 Sportback definition during daylight, night time has powerful xenon headlamps and LED signals.
The meat of the Audi S7 Sportback allure comes with the introduction of a 4-liter twin turbocharged engine. Much stronger than the A7’s 3-liter engine, Audi’s 4.0 TFSI powerplant belts out 420 horsepower and just under 406 foot-pounds of torque under the S7 Sportback’s hood. Contrary to the powerful nature of the 4.0 TFSI engine, cylinder on demand and direct injection insures highly evolved fuel consumption. Average fuel economy for the Audi S7 Sportback is above 24 miles per gallon.
Audi’s quattro all-wheel drive performance is the centerpiece to the S7 Sportback’s handling package. Audi has lent the adaptive air suspension for a driver tailored ride through standard 19-inch aluminum wheels. Optional sets of 19 and 20 inch wheels are available on the Audi S7 Sportback customizing the exterior look. Standard equipped four-wheel disc braking can also be upgraded to carbon-ceramic units.
With the 4.0 TFSI and the quattro all-wheel drive system working in concert, the Audi S7 Sportback is a certified performer. Accelerating from 0 to 62 miles per hour in 4.9 seconds, the S7 Sportback registers a time about 0.3 seconds faster than the Audi A7 model. Top speed of the Audi S7 Sportback is 155 miles per hour limited electronically.
Providing motorists with an option for how they wish to experience the merger of performance and luxury, the Audi S7 Sportback’s cabin projects a wide-open space. Featuring special S brand trim, buyers can opt for two types of wood, aluminum or even carbon inlays to modify the interior appearance of this Audi Sportback model. Despite reasonable rear seat comfort and the firm comfort of sport seats for the forward passenger, the driver experiences the real pleasure of the Audi S7 Sportback. Taking full advantage of the S7 Sportback’s performance reach, the driver punches through Audi’s S Tronic gearbox. Audi’s MMI system is included with a full range of control functions. An additional feature the Audi S7 Sportback delivers is something few would except from a 155-mile per hour vehicle. With the rear seats folded down, there is 49.1 cubic feet of cargo storage room inside the sizable cabin.
Expected stateside by 2012, further details on the Audi S7 Sportback including pricing will be provided at a later date.
Information and photo source: Audi AG