Audi e-tron and Iron Man

• In this car advertisement, synergy is used with the Marvel franchise to promote both their products (although Iron Man doesn’t particularly need promoting, the franchise is simply just grabbing money from Audi). The advert tries to promote the Audi by delivering it to audiences as a “supercar” that only superheroes drive (although it is really only Iron Man driving it)
• The advert take scenes from the movie (but only the exciting, CGI budget “explodey n’ actiony” bits) to show that superheroes are human beings and still deal with stress
• The advert works because it is celebrity endorsement. It uses the actor Robert Downey Jr and the extremely popular Iron Man franchise.