What car would Mr. Spock drive? If he's not teleporting somewhere, he'd probably be driving an Audi. That's the message of Audi of America's latest spot.
The two-and-a-half minute mini-movie stars Leonard Nimoy, who first played Star Trek's Mr. Spock in 1966, and Zachary Quinto, who started playing the half-Vulcan in the 2009 movie update to the series. It's a pretty good fit with Audi's "Design and Technology" branding. Also a good fit for Mr. Quinto, who is set to star in the next installment of the series, "Star Trek: Into Darkness," opening in theaters later this month.
Wait for the punchline. It's good:
Mazda, however, is the automaker with official tie to the movie. A recent spot for the Mazda6 make that clear. Mazda says its deal with the studio for the new Mazda 6 includes the ability to use elements of "Star Trek: Into Darkness" in the advertising. They also had the original captain's chair at the New York Auto Show and a "Star Trek" app to drive people into showrooms.
Interestingly, the Audi video makes no direct reference to the film and has no official partnership with Paramount. Audi spokesman Andrew Lipman said the company was looking to do a "modern-day comparison test" with Mercedes. "We wanted to highlight the car in a smart and entertaining way," he said.According to Movie Fone, the video "was written and directed by comedy team Paul W. Downs & Lucia Aniello, aka Paulilu, and produced by PMK*BNC." Paulilu was also the creative team behind Dollar Shave Club.
Esurance also has an official deal with the movie and has been running a spot called "Fender Bender."