Advertising Strategies and Lessons


Audi x Avengers: A Lasting Relationship In Effective Content Marketing

May 6, 2019 Sarah Cavill


Endgame has already grossed more than $2 billion and is currently the second highest grossing film of all time. In 11 years, Marvel Studios, beginning with Ironman, has made $20 billion (and counting) and forged many lucrative and inventive brand partnerships along the way, including a long relationship with Audi. The car company’s latest collaboration with Captain Marvel captures the public excitement for Avengers: Endgame while effectively pitching the new Audi e-tron Sportback.

Audi’s Longstanding Partnership With Marvel Utilizes Multiple Platforms


Audi’s partnership with the Marvel Cinematic Universe (MCU) began with Ironman in 2007, when the mercurial superhero rolled up in an Audi R8 Coupe. The cars have since appeared in most of the MCU franchises, and several Audi commercials have featured Marvel Superheroes or incorporated scenes from the films into the spots. The tagline “Audi: The brand everyone is chasing” accompanies an Audi commercial that drops a happy Audi-driving family into a huge chase scene from Captain America: Civil War. As the family becomes a part of the chase, the unique features of their Audi are highlighted. Like all the MCU Audi commercials, the mix of fun for fans and effective advertising platform for the car itself, is a winning combination.

Another spot that successfully captures the balance between fun and fact features Tom Holland as teenage superhero Peter Parker taking his driving test. While effectively capturing Holland’s charm as Parker/Spiderman, the original content within this spot also shows off the new features of the 2017 AudiA8 prototype. Naturally, a variety of Audi vehicles also appear in the film Spiderman: Homecoming. Heavy product placement is always a significant component of the Audi x MCU relationship.

A Clever Content Marketing Spot With Captain Marvel Highlights Audi’s Push Toward Electric Cars

The Audi e-tron, launched this spring, is Audi’s first fully electric car. Audi’s long-range goal is to have a third of all new Audi models electric by 2025. In Audi’s newest piece of content marketing with MCU – a commercial released across digital platforms prior to the release of Avengers: Endgame – Captain Marvel is getting a top secret briefing on everything she’s missed in the last 20-plus years. In a nod to the franchise’s diehard fans, and maybe an actual primer for newcomers to MCU, a buttoned-up agent uses action figures to enthusiastically recap the Avengers series. The spot concludes with Captain Marvel taking the new e-tron for a test drive after she easily charges it up with her own special electric powers.

The overall integration between MCU and Audi has been creatively satisfying and lucrative, with Audi seeing more than a 30% increase in brand awareness and opinion metrics since the partnership began. “When we read the script for Iron Man, he was someone who was self-made. He utilized technology and a certain level of personal intelligence to create great things," said Loren Angelo, Vice President of Marketing for Audi of America. “That was a perfect fit for Audi because that's exactly what we've done with our brand.”

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About the Author

Sarah Cavill

With more than 20 years of writing, editing and reporting experience, Sarah Cavill brings to Digital Media Solutions (DMS) a fine-tuned and diverse set of skills. Her work has been featured in notable publications including The Daily Muse, CBS Local, Techlicious and Glamour magazine. Sarah has a passion for current events and the deep-dive research that goes into the content development and brand identity of DMS Insights. In her role as Associate Content Manager, Sarah contributes to the pitching, researching and writing of multiple stories published each week surrounding digital and performance marketing innovations in pop culture, news, social media, branding and advertising.

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