Audi Digs Its Claws Into ‘The Wolverine’ With New Film Tie-In

Marc Graser
Variety

After backing the “Iron Man” films, Audi of America has signed on to support another Marvel comicbook character: Wolverine.

The German automaker has launched a campaign around 20th Century Fox’s film, that brings Hugh Jackman back to the bigscreen as the Wolverine on Friday. In the movie, directed by James Mangold, Wolverine heads to modern day Japan where he faces a host of unexpected and deadly opponents.

Audi’s marketing campaign includes a trailer that features a high-speed light painting using the headlights and tail lights of the 2014 R8 V10 Spyder sand the Ducati Diavel Cromo motorcycle. Both are featured in the film. A Canon EOS C300 digital camera captured the images that are meant to create Wolverine’s Adamantium claws with light.

SEE ALSO: How Audi Upstaged Mazda’s ‘Star Trek’ Campaign


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