Drive Off in an Audi like a Reel Hero

With all of the powerful avengers in one movie, Captain America: Civil War is able to market many products. These characters are good advertisers because they are all strong, powerful, and fast. One of the most notable brands in Captain America: Civil War is Audi. Audi makes an appearance with Black Widow and Iron Man. This movie is unique in that it has many of the Marvel characters. All of the actors and the characters they play make Captain America:Civil War more credible or, show the appeal of ethos, for all the products that are shown.

According to the Audi’s website, Marvel and Audi have been partnering for nearly a decade. Civil War splits up the Avengers, and has them battle each other over the signing of the accords, at the UN. “Even as the mighty Avengers break into Civil War, their affinity for best in class, high performance and state-of-the-art technology in their vehicles ties them together,” said Loren Angelo, Director of Marketing, Audi of America. “Audi is excited to be a mainstay for the Marvel franchise and to support their cast of Super Heroes with a fleet of superior Audi vehicles.” Audi and Marvel are a perfect partnership because the luxury vehicle is great for something that ties into many generations. Marvel comics have been around for decades, their main readers being men. With this target audience it is perfect to have Black Widow and Iron Man driving this brand car both with sleek designs. Black Widow being an attractive female character, and Mr. Stark being a character middle age men can relate to. This use of  “sex sells” and relating to the target audience is the use of the pathos and ethos appeal. This gets the viewers to trust they can drive off in an Audi because men their age (Mr. Stark) drive in one.

Dell is also featured in Civil War in the UN. This is a good place to put the computers because the UN is supposed to be a place of high intelligence and power in this movie. The UN is what controls the Avengers and their actions. The UN is also a known and respected government meeting place outside of the Marvel world. 

FedEx was featured in the film with a FedEx driver. This FedEx driver is played by Stan Lee himself, a Marvel comic book writer. This makes this FedEx appearance more notable and remembered by serious Marvel fans. Other brands that caught my eye throughout the film were, Apple, Nestle and Ray Bahn. All of these brands were used by the Avengers and were used effectively to show off the product. Captain America uses his Apple Iphone and the brightness/clearness of the display which is perfectly presented in the film.

There were moments in the movie where brands were deliberately covered or blocked from the camera angle. In one scene in particular, Captain America sits in his hotel room. The television in the background had the TV guide standing right in front of the brand. Marvel doesn’t partner with any television brand so in every scene with a TV’s it is covered in some sort of fashion. Throughout of the movie there are many cars getting thrown around or exploded that are brandless. Because Marvel is so dedicated to their partnership with Audi, all these cars brands are covered in some sort of way. Their speed or efficiency aren’t shown in the movie as well. No car ever upstages the Audi brand. While rematching this film I noticed many brands that I didn't before, but the first time I watched this film in Theaters I remember the use of Audi. As their main sponsorship, Audi does a good job to let you know that they are powerful, strong, and fast like the Avengers themselves.

Overall I give this movie 5/5 cheesy chips for their use of product placement. Audi did what they intended to and made me notice their vehicle on the first time watching it without even searching for it. They also used credible characters and credible actors to sell such a luxury car.