THE CHALLENGE:
Audi had a long and successful partnership with Disney/Marvel and the MCU with their cars appearing in many of the biggest films of the century. But when it came to launching the all-new electric Audi e-tron, they needed to make noise between the traditional marketing windows of tentpole films. This is a time when studios generally do not allow their IP to appear in sponsorship marketing.
THE SOLUTION:
We helped bridge the client’s needs with the goals of the studio and the filmmakers in a way that thrilled the audience. At the end of The Avengers: Infinity War, Nick Fury’s last act before turning to dust was to summon Captain Marvel on his beeper. The next film to come out was Captain Marvel, which told her story on earth in 1995. Our idea was to tell the story of how the agents of S.H.I.E.L.D. updated her on everything that’s changed on earth since the 90’s to help prep her for her the upcoming events in The Avengers: Endgame. And one of the biggest changes is that we can now drive electric with the e-tron. The two-minute internet film was then edited down to :30s and :15s for paid advertising.
THE RESULTS:
Audi got an exclusive Marvel short film, the studio and filmmakers got to tell a bit of Captain Marvel’s story without needing to take time away from the upcoming Endgame movie, and audiences got a fun piece of MCU content several months before they otherwise would have.
