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Audi Jumps on the Superhero Wagon
By: Dwayne W. Waite Jr.
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Brands and the advertising folks who support them always want to be relevant. They want to be part of the zeitgeist. Nothing seems more prevalent than the superhero.

DC and Marvel have been living it up for the past decade, and they are only picking up steam. With monster hits like Iron Man, Thor, The Avengers, and Batman, now you have Man of Steel, yet another Avengers coming out, and a movie that is going to have Batman AND Superman in it. The heads of comic book nerds nearly exploded when that was announced.

It was only a matter of time before brands started to follow suit.

One obvious partnership was Under Armour. The athletic apparel company came out with its "Be your own superhero" line, where people can buy Batman- and Superman-related gear to wear during a workout, or underneath their uniforms.

The next brand is the one that leads the title of this post. Audi is jumping in the mix with some superhero advertising. As part of its "understated power" campaign for its new RS 6 Avant, the brand, with BBH leading the campaign, decided to use Superman's alter ego, Clark Kent, to show that power can come from "a less obvious place."



What is interesting is that Audi and BBH used the Clark Kent played by Christopher Reeve. Perhaps it's because the majority of people internationally may know him as the newsboy better than the others.

We won't be surprised to see other brands add a dash of super into their campaigns. It's catchy, playful, and especially it's current. Not a bad strategy at all.


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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