Film: The Avengers
Brands/Products Spotted: 18
Standout Placement: Acura’s NSX concept car
Most Memorable Placement (positive): Acura
Most Memorable Placement (negative): Oracle
Overall Product Placement Integration Grade (1-10): 6
Comments: Acura is the big winner in Hollywood’s new record-smashing #1 movie, produced by Marvel Studios with Paramount Pictures. In one scene, the heroic team runs off camera and the audience is left, for a moment, with the camera lingering, close up, on the backside of an Acura SUV (a militarized MDX). The big question is, will Iron Man 3 go back to his Audi A8? (Or maybe something more…. Chinese?)[more]
Of the 18 brands we spotted in the movie, it’s Acura that stands out, and for good reason. The luxury automaker has a multi-picture deal in place with Marvel, which kicked off with last year’s Thor partnership. For The Avengers, the producers needed to replace Tony Stark’s Audi R8 — cue the Acura NSX Roadster.
“Acura is developing an impressive second chapter as the official vehicle of the cutting-edge S.H.I.E.L.D. organization, enabling us to reinforce Acura’s brand philosophy of innovation and advancement, and leverage excitement for the new ILX, RDX and NSX supercar concept product news announced earlier this year,” said Susie Rossick, Acura Brand Manager, in a press release.
Acura kicked off its campaign with Marvel at the New York Auto Show on April 4th, where a militarized S.H.I.E.L.D.-Edition MDX was on display with a S.H.I.E.L.D. Agent Product Specialist, and co-starred on the red carpet at the movie’s worldwide premiere on April 11.
For the full list of brands featured in The Avengers, visit the Brandcameo product placement database.