Spidey Sensational: Audi Pops Up in ‘Spider-Man: Homecoming’


Audi product placement Spider-Man: Homecoming

In one of the blockbuster pairings of summer, Audi is giving moviegoers an exclusive first look at the 2018 Audi A8 in Spider-Man: Homecoming, which hit theaters worldwide on July 7.

The big screen cameo marks the first appearance of the luxury sedan. In addition to appearing in several scenes, Audi produced exclusive digital content for Spider-Man fans leading up to film release.

Featured models in the Sony-produced movie included the all-new Audi A8, Audi R8 V10 Spyder and Audi TTS Roadster.

The Audi A8 features the latest in future Audi AI technology, including the Audi AI traffic jam pilot used by ‘Happy Hogan’ while chauffeuring Peter Parker (played by British actor Tom Holland).

While driving, ‘Happy’ takes his hands off the steering wheel and, like magic, it continues to turn all on its own. Under certain conditions, Audi AI traffic jam pilot will allow the A8 to take over the task of driving for short periods of time when the feature is activated.

As part of the partnership, Audi released exclusive content including a digital short titled “Driver’s Test,” featuring Holland and comedian J.B. Smoove.

The short follows Peter Parker as he prepares to take his driver’s test and J.B. Smoove, the classically naive instructor. While driving an Audi prototype, Peter notices a bank robbery in progress and uses Audi AI technology to help him fight crime, leaving the instructor none the wiser of Spidey’s quick exit.

Back on the big screen, Audi is a familiar brand to this franchise’s audience. This film will feature additional Audi models including Tony Stark in the well-known Audi R8 V10 Spyder—a vehicle recognized for its sleek design, incomparable technology and trusted performance. The Audi TTS Roadster also makes a guest appearance with Peter Parker behind the wheel.

“With Spiderman-Man: Homecoming and our continued partnership with Marvel, we have the opportunity to reach the next generation of both superheroes and innovators,” said Loren Angelo, Vice President of Marketing for Audi of America.

“At Audi, we are constantly redefining what superpowers are through our vehicles and this partnership and platform provide an organic way for us to showcase select current and future Audi Intelligent Technologies to that next generation audience that will be behind the wheel of our next generation models.”

Audi of America, Inc. and its U.S. dealers offer a full line of German-engineered luxury vehicles. The Audi Group is among the most successful luxury automotive brands globally. In 2016, AUDI AG delivered about 1.871 million Audi automobiles and broke all-time company sales records for the seventh straight year in the U.S.