Robert Downey Jr. plays Tony Stark, the leading man in the Paramount and Marvel Studios film adaptation of “Iron Man”. Head of a big industrial complex, he owes his super-powers to an indestructible, hi-tech suit of armor of his own design that has a variety of uses and earns him the title “Iron Man”. When he’s not wearing it, this billionaire technophile relies on his Audi R8. It matches Stark’s super hero

guise very well: The slits through which Iron Man views the world resemble the all-LED headlamps on the R8, Stark’s artificial heart with its ring of lights recalls the sports car’s exposed mid-engine and his immensely tough armor is matched by the Audi Space Frame, the high-strength aluminum structure on which this hi-tech automobile is built. The film’s hero and his favored mode of transport both symbolize Audi’s famous technical leadership claim: “Vorsprung durch Technik.”

“The Audi R8 is the perfect car for Tony Stark,” says Iron Man’s director Jon Favreau. “It’s a technical masterpiece, it’s fast and safe – and it’s the ultimate eye-catcher.” Tony Stark delights in luxury; he’s intelligent, demanding and a lover of life to the full. Naturally he utilizes his exceptional abilities for the good of mankind – when he takes on the personality of Iron Man, his super-hero alter ego. There has never been a comic book hero with such a deep-seated understanding of technology and the opportunities opened up by innovation and progressive ideas.

The attitudes that the leading character represents were one of the main reasons why Audi became involved in this production: interaction between the role, the movie as a whole and the product is the decisive factor in successful product placement. Michael Renz, Head of Central Marketing at Audi, says: “The character and lifestyle of Tony Stark tie in very well with the attributes of the Audi R8. And in any case, “Iron Man” is one of the world’s best-known, never-aging super-heroes – an opportunity we were determined not to miss!”

But in reality the combination of automobile and screen hero has to be credible – actor Robert Downey Jr. sees it this way too. “I grew up with the Audi mystique. This carmaker has always been right in the forefront when it comes to technology, performance, innovation and safety. I see Tony and myself as worthy ambassadors for Audi – we’re genuine fans of the make.” Renz too regards this as an important precondition: “Unless the star of a production identifies with the brand, and the image of the leading role matches what Audi stands for, the connection is simply not credible enough. We’re fortunate in this respect: Many Hollywood stars value Audi very highly, and are driving our cars in their private lives anyway.”

Audi has another worthy ambassador on the cast list too: Tony Stark’s assistant Virginia “Pepper” Potts, played by Gwyneth Paltrow, drives an Audi S5 in the movie. She is an intelligent, ambitious woman who knows exactly what she wants. The sporty dynamics and elegant finesse of the Audi S5 suit her character well. Her honest approach is evident as the plot progresses: She supports Tony Stark unhesitatingly - a loyal and dedicated assistant who manages the personal and professional “details” of his life. As the chief executive of Stark Industries, a prominent and influential technology and armaments group, the billionaire demonstrates his ability as a business policymaker. His life changes abruptly, however, when he is kidnapped while launching one of his latest inventions in Afghanistan. The terrorists intend to force him to build a weapon of immense destructive force for their nefarious purposes.

Instead of this while in the kidnappers’ clutches, Stark develops and builds a revolutionary metal suit of armor. With this innovative concept he is able to escape and reach home again. His next move is to perfect his suit and start to combat what proves to be a conspiracy of global dimensions. In addition to Virginia “Pepper” Potts, another loyal colleague is Lieutenant Colonel James Rhodes (“Rhodey”), played by Terrence Howard. Rounding off this impressive list of talented performers is Jeff Bridges, who plays the role of Obadiah Stane - a character who may not be quite the person he appears to be.

An Audi micro-site - www.audi.com/ironman - has been produced especially for this movie -. On its complex home page the user can pay a virtual visit to Tony Stark’s top-secret workshop. Two perspectives are available: Through the eyes of Tony Stark, exclusive footage and background information on the movie can be called up and viewed. Alternatively the special “Iron Man Vision” HUD (Head Up Display) can be used, for instance to explore the design details of the Audi R8. The micro-site also contains historical facts about Audi and the ‘Iron Man’ comic book character, which can be found in a virtual Audi R10 TDI racecar.

It looks as if the Audi R8 is off to a promising acting career in Hollywood. Indeed, it is currently one of the most sought after cars for film and television integrations which seems natural for a car designed and hand-built according to Audi’s famous “Vorsprung durch Technik” philosophy. We all know that the road to stardom is full of surprises, but a car such as the R8 guarantees top dynamic performance, technological leadership and, thanks to its quattro permanent all-wheel drive, clings firmly to the road to make sure you arrive where you want to go.

“Iron Man” is directed by Jon Favreau, based on a screenplay written by Mark Fergus, Hawk Ostby, Art Marcum and Matt Holloway. The producers are Avi Arad and Kevin Feige. The executive producers are Louis D’Esposito, Peter Billingsley, Jon Favreau, Stan Lee and David Maisel.