3D animated Will Smith drives Audi RSQ e-tron concept


Movies and music are an incredibly powerful place for any product placement. They can take the brands and their value to a whole new level. Take the Aston Martins in Bond movies, Lamborghinis driven by Bruce Wayne, and Ethan Hunt’s BMW M5 for example.

Mercedes also received good justice in the Justice League. Now though, its time for Audi to shine again. In the Twentieth Century Fox’s animated film Spies in Disguise, Will Smith will be driving the RSQ e-tron, a high tech all-electric fictional concept with automated driving, artificial intelligence and apparently, transformational technology too. Not sure what that last one does.

In the movie, Smith plays a super spy called Lance Sterling, who apparently is smooth, suave and debonair. There’ll also be a scientist character called Walter Beckett (voiced by Tom Holland), who is an exact opposite of Lance. But what Walter lacks in social skills he makes up for in smarts and invention, creating the awesome gadgets which Lance uses on his epic missions.


Back to the car, the interiors are high tech too with a holographic speedometer. There’s a full width screen right behind the steering wheel displaying Lance’s health and other important information.


“An international espionage story with future technologies that can save the world is the perfect match for the Audi brand,” said Giovanni Perosino, Vice President of Marketing Communication at Audi AG. “Similar to our cars, fun, innovation and performance are key elements of the storyline.”

“This project was the perfect opportunity to highlight Audi’s e-tron technology and give our intrepid spy, Lance Sterling, his own signature spy mobile,” said Erin Williams, Vice President, Marketing Partnerships for Twentieth Century Fox Film.

Previously, Audi had partnered with Marvel where the new A8 and TTS Roadster made guest appearances in Spider-Man: Homecoming.

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

To Top