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Automakers need to stop stalking celebrities

Since the invention of the automobile, cars and stars have gone together like paparazzi and the Kardashians. During this season of starlet-adorned award ceremonies, from the Golden Globes through to the Oscars, you will find a lot of car companies all vying to loan out their vehicles to any celebrity with a recognizable face who happens to be heading to a red-carpet award ceremony. There is, however, none so coordinated, consistent and aggressively playing the Fame Game as our friends at Audi. Since the invention of the automobile, cars and stars have gone together like paparazzi and the Kardashians, so by association getting a celeb behind the wheel of your car brand gives it an instant image boost that must make the car more attractive to buyers. Celebrity tales equals dealership sales. That's the logic, anyway. But surely the millions of dollars spent giving free cars to rich stars is a waste of precious and increasingly smaller marketing budgets. It's time to make the car the star, not the other way around. Lets be clear, we are not talking about the very obvious dropping of famous faces into big budget ads. That has its place in the marketing toolbox, but in a very media savvy world it's clear most of us get that play-for-pay concept. Today, the use of just a famous name in an ad yields very little influence on whether you or I will buy that car. No, this awards-ceremony loaner deal is a subtler, but higher risk, idea that if you see a "star" with "their" car in "real life" then surely that adds to the car's appeal. We, the audience, are expected to start salivating like Pavlovian puppies in our desire to have same car in our own, less red-carpeted driveway. Geoff Day has been called the "Pied Piper" of the auto industry, leading auto journalists on wild rides around the globe in his position as former director of communications for Mercedes-Benz USA. Before that, he worked at DaimlerChrysler UK on its PR efforts, and rubbed elbows with the Queen of England in his role at the Buckingham Palace Press Office. His phone is filled with the numbers of the great, the good and the bad. His head is filled with dirty little secrets hiding in many corners of the auto industry. There is no doubt that the publicity that comes with a well placed story, picture or feature can help raise awareness of a product – Oprah proved that with her "Favorite things" – especially if you are launching a line of wrinkle cream or juice bars.

Tom Kristensen walks through a perfect lap of Le Mans in Forza 5

One of the best ways of learning a new track, aside from driving it, is to hear someone that's intimately familiar with it give you a good walkthrough. That's just what you'll get here, as the winningest driver in 24 Hours of Le Mans history, Tom Kristensen, walks you through the Circuit de la Sarthe's high-speed, 8.5-mile strip of pavement.
Kristensen is dubbed over scenes of drivers from a Forza Motorsport 5 contest lapping the track at the wheel of an Audi R18 E-Tron Quattro, adding a bit of visual sense to the Danish drivers description of the track.
With the 2014 24 Hours of Le Mans kicking off this weekend, this is just the sort of video you'll want to watch to get you in the mood. Take a look below, and then let us know what you think in Comments.

Autoblog gets ready for Le Mans with an R8 road trip and Allan McNish

This car is the master link between what Audi does on the race track and sells on the road.
We're attending the 24 Hours of Le Mans with Audi and we figured we'd make the world's biggest endurance race even more interesting by driving from Munich to Le Mans in an R8. We've also had a brief chat with Audi driver Allan McNish, and if you haven't already, check out all the multimedia ways to enjoy the next four days from the Circuit de la Sarthe, then read on.