In this age of incessant brand marketing and media corporate tie-ins, it is no surprise that an auto manufacturer has bought the rights to have its vehicles exclusively displayed in one of this summer’s action blockbusters.
The film in question is an adaptation of the comic book Iron Man, starring Robert Downey Jr. in the titular role.
While the R8 is no doubt an eye catching piece of machinery and will make a fine getaway car for the inevitable chase scene, we are still left to ponder one major thing. Does no one else remember seeing the R8 three years ago in the summer hit, I Robot?
In that other film, Will Smith drove a slightly altered concept version of the R8 through a futuristic tunnel while being attacked by robots. We are sure that happens all of the time. Why else do you think Audi’s Quattro four-wheel drive system was invented? Having four driven wheels must make it harder for those attacking robots to make your car flip over. Or at least that is what a person can learn from Audi’s role in "I, Robot".
So we are now brought to wonder if the R8, or any other Audi for that matter—really needs a starring role in another big budget Hollywood film? In all honesty, given the automaker's goals, the answer is yes.
First off, Audi of North America wants to be eins ("number one") German automaker in the United States by 2018. That means passing BMW and Mercedes-Benz. Hello! And we thought Hyundai going upscale to match Lexus was tough.
Add in the fact that this practice has become so commonplace as to become practically unnoticed by most people when they are watching their favorite TV shows and movies. Did you ever notice the fact that most everyone on Wisteria Lane—i.e. the street on TV’s "Desperate Housewives"—drives a Nissan product? And remember when "housewife" Gabrielle Solis was touting the Buick Lacrosse? We didn’t think so.
So who is directing this shameless comic book adaptation/car commercial anyways? Surprisingly it is Jon Favreau--one time director and star of the 1990’s cult classic, “Swingers.” That film begat a slew of catchphrases like “You are so money!” and jump started the career of Vince Vaughn. In Mr. Favreau’s eyes, “the Audi R8 is the perfect car for Tony Stark (Robert Downey Jr’s lead character.) It’s a technological masterpiece. Plus it’s safe, fast and sure to get noticed!”
Wow, just what every cool, mask wearing, latex-covered super hero dreams of! A safe car. Uh, not just give him a Honda Odyssey, then? Driving a minivan would make so much more sense than driving a two seat midlife crisis if he ever has to pick up any of his superhero friends like Aquaman or Wonder Woman at the Hall of Justice. (Yes, we're aware they're from different comic book universes. Don't make us go "Beauty and the Geek" on you.)