One thing that can be said for Marvel Studios’ “Spider-Man Homecoming” film this July is that its star Tom Holland is shaping up to be an advertising darling. One of the non-game highlights of the recently concluded 2017 NBA Finals was the commercial for the games airing on ABC, featuring Holland as Peter Parker/Spider-Man getting invited to Tony Stark’s Finals Party only to get sidetracked by other stuff.
Despite accusations of “selling out” the series of four NBA ads were well enough received by viewers even if the scenario involved doesn’t show up at all in the upcoming film.
Now Holland seems to be at it again, as he shows up in a new Spider-Man cross-promotion commercial with Audi and their new AI-equipped prototype car.
Another scene not in the film
Indeed, Tom Holland as Spider-Man and his civilian alter ego have once again graced another cross-promotional ad with car maker Audi.
Joined by comedian J.B. Smoove, Holland’s Audi promotion definitely one of the funniest new commercials to pop up this month, and so close to the premiere of “Homecoming”. Like the NBA Finals spots, the ad is framed as yet another adventure of Peter Parker’s double life outside of the eagerly anticipated Marvel Cinematic Universe film.
The framing device for the ad is Peter Parker (Holland) taking his driving test, with Smoove playing the part of the instructor.
They walk out of the driving school where the tester is impressed by Pete’s Audi, a “loaner” from his “friend” Tony (Stark) referencing the mentoring relationship Iron Man has on Spider-Man in the MCU. They drive off, and Peter allows Audi’s built-in driving AI to help him with sudden braking, overtaking and even parallel parking.
Once parked at the curb in front of a bank, some robbers run out. With the instructor oblivious while calculating his student’s driving grade, Peter slips out of the Audi to take on the crooks as Spider-Man. He then returns to the driver’s seat just as his tester gives him a passing grade.
Long-term partnership
While the NBA Finals promotional tie-in for “Spider-Man: Homecoming” was simply a matter fortuitous timing, the deal with Audi is merely the latest step in the remarkably close business ties between Marvel and the German car company since the 2008 “Iron Man” movie.
Their last collaboration was in an ad featuring a car chase in “Captain America: Civil War,” where Tom Holland also debuted as Spider-Man in the MCU.
“Homecoming,” directed by John Watts and starring Holland, Zendaya, Michael Keaton, Jon Favreau and Robert Downey Jr. will premiere on July 7. Estimates for its opening weekend is projected somewhere between $90 million and $108 million, according to film analysts.
