MUH·TAY·ZIK | HOF·FER launched a new spot for Audi anticipating the upcoming release of Marvel blockbuster Spider Man: Homecoming, entitled “Driver’s Test.”
While VB&P usually handles advertising for Audi, MUH·TAY·ZIK | HOF·FER has handled work related to the brand’s long-running partnership with Marvel in the past. In this case, the cinema and online short focuses on Parker (played by Tom Holland) attempting to get his driver’s license. His driving instructor for the test is played by actor/comedian J.B. Smoove, whose comedic portrayal holds the spot together.
When Parker gets in an Audi prototype (actually the new Audi A8) that belongs to “his friend Tony,” the instructor remarks that it’s a “sweet ride for a 15-year old kid.” Over the course of the spot it becomes clear that’s something of an understatement as using the vehicle on the driver’s test is practically cheating.
Often this type of cross-promotional branded content is really difficult to watch. “Driver’s Test” avoids this by not taking itself too seriously and utilizing Audi in an entertaining way that actually integrates the brand into the story without feeling too forced. While it’s probably not going to blow away Marvel fans, it’s a small addition to the Marvel universe that should appeal to franchise fans eager to consume any and all Marvel content. Spider Man: Homecoming, meanwhile, will showcase the Audi R8 V10 Spyder and the Audi TTS Roadster, in addition to Parker’s taking the Audi A8 for a spin in the “Driver’s Test” short preceding the movie (and living online until its release).
“With ‘Spiderman-Man: Homecoming’ and our continued partnership with Marvel, we have the opportunity to reach the next generation of both superheroes and innovators,” Loren Angelo, vice president of marketing, Audi of America, said in a statement. “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.”
Credits:
EXECUTIVE CREATIVE DIRECTOR: John Matejczyk
CHIEF STRATEGY OFFICER: Matt Hofherr
HEAD OF PRODUCTION: Michelle Spear Nicholson/Tanya LeSieur
DIRECTOR OF ACCOUNT MANAGEMENT: Carolina Cruz-Letelier
GROUP CREATIVE DIRECTOR: Joel Kaplan
SENIOR PRODUCER: Lyra Rider
2ND SENIOR PRODUCER: Sam Petersson
COPYWRITER: David Roth
ART DIRECTOR: Grant Piper
ACCOUNT DIRECTOR: Ryan Pariseau
ACCOUNT SUPERVISOR: Henry Fernandez
ACCOUNT MANAGER: Kathryn MacLeod
DIRECTOR OF STRATEGY: David Gonzales
ASSOCIATE SOCIAL STRATEGY DIRECTOR: Krystha Dart
SENIOR PROJECT MANAGER: Holly Nicolson
content production // Caviar
PRODUCTION COMPANY: Caviar Content
DIRECTOR: Jody Hill
EXECUTIVE PRODUCER: Michael Sagol
LINE PRODUCER: Bernard Rahill
DP: Eric Treml
AD: Jesse Fleece
2ND AD: Nadeem Ashayer
PRODUCTION DESIGNER: Mark Snelgrove
CASTING AGENT/DIRECTOR: ASG Casting, Arlene Schuster-Goss
editorial // Union Editorial:
EDITORIAL HOUSE: Union Editorial
EDITOR: Jim Haygood
ASSISTANT EDITOR: Nicholas Lipari
PRESIDENT/MANAGING PARTNER: Michael Raimondi
EXECUTIVE PRODUCER: Joe Ross
GRAPHICS ARTIST: Mannix Rickenbacher
VFX // Method VFX
Sr Exec Producer: Stephanie Gilgar
Sr Producer: Michelle Machado
VFX Supervisor: Vernon Wilbert
CG Supervisor: Lee Carlton
audio // Lime Studios
RECORDING STUDIO: Lime Studios
AUDIO ENGINEER: Rohan Young 2:23 & :15, Loren Silber :30
EXEC PRODUCER: Susie Boyajan
music // Sony Pictures
MUSIC HOUSE: Sony Pictures
COMPOSER: Music cues for Spiderman: Homecoming
SOUND DESIGN: Gus Koven at Stimmung
SFX: Gus Koven