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
Due to popular demand, Audi has released Truth in 24, the racing documentary about the 24 Hours of Le Mans. The film is now available on iTunes for free to download to your computer, iPod, or iPhone, and will be available in high definition next week.
Truth in 24 provides an unprecedented behind-the-scenes glimpse of the Audi Sport auto racing dynasty pushing to maintain its dominance at the legendary 24 Hours of Le Mans endurance race in France against a powerful new rival. Although Audi had claimed seven of the previous eight Le Mans competitions, its chances entering the 2008 race were far from certain.
I haven’t personally seen the film yet, because frankly I can’t stand using iTunes on my PC, and for some reason the iTunes app on my iPhone can’t find the video. Once it becomes available though, you better bet I’ll download and watch it. It’s gotten some great reviews from users, and won awards at international film festivals in Fort Lauderdale and Tampa, Florida.
Check out a 30-second trailer below, then download Truth in 24 at iTunes
Audi released this cool new commercial for the Q5, depicting a human crowd creating the vehicle in a wave. Then it goes on to show the same wave making some of the engine run. The commercial is for the Q5 Asian premiere at the Audi Grand Motor Show. The whole idea here, as you’ll see at the end of the video, is that the Q5 has “perfectly synchronized engineering.” Check it out:
Ever wanted to see an Audi A4 being made? Check out this video, which shows the car moving along the assembly line and being made from start to finish: