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By John McCarthy, Opinion editor

April 28, 2017 | 2 min read

German car manufacturer Audi is the latest brand to jump aboard 20th Century Fox’s upcoming addition to the Alien franchise in a branded ad documenting a close encounter with a Xenomorph.

The Ridley Scott-directed movie Alien: Covenant also counts among its partners AMD which co-released a Michael Fassbender-led short ‘Meet Walter’. Now the auto brand has rolled out some branded video of its own, showing the AI-driven Audi lunar quattro patrolling the colony ship covenant.

In addition to the ad, the vehicle will be integrated with the movie in an intriguing piece of product placement underling Audi’s very real efforts to get its tech on the moon.

Audi moon rover

“The ‘Alien’ franchise is the best way for us to garner suitable attention for the Moon rover developed by Audi, and to showcase Audi’s intelligent technologies in a visionary environment,” said Giovanni Perosino, vice president international marketing communication at Audi.

Zachary Eller, senior vice president marketing partnerships at 20th Century Fox underlined that there’s a very strict criteria for product placement in the Alien films: “We’re happy to continue our long relationship with Audi that has allowed our filmmakers to incorporate authentic, leading-edge technology into their futuristic worlds.”

Check out more marketing around 20th Century Fox's Alien: Covenant here.

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