Hyundai and Marvel Studios have come together in a series of spots featuring Marvel characters from four different Disney+ series.
This co-branded creative campaign for the Hyundai Tucson aims to bring adventure, mischief and magic to the campaign by asking thought-provoking questions within the worlds of "The Falcon and The Winter Soldier," "Loki," "WandaVision" and "What If…?"
Elizabeth Olsen, Anthony Mackie and Tom Hiddleston star in their own series-specific vignettes. The creative will appear in a 60-second cross-Disney spot, a 30-second Marvel compilation. and 15-second and 6-second ads running across linear TV, streaming, digital and social. The campaign’s storytelling connects seamlessly to the narratives of the characters’ Disney+ series.
The campaign features Sam Wilson appearing for the first time as Captain America since the conclusion of "The Falcon and The Winter Soldier" and Wanda Maximoff returning to the classic TV sitcom-inspired world of "WandaVision."
Fans will also get a glimpse of what happened to Loki after the events of "Avengers: Endgame" and before he embarks on the mysterious journey featured in the new Disney+ series "Loki" that launched on June 9.
Later this summer, Hyundai and Marvel Studios will release additional creative inspired by "What If…?," Marvel Studios’ first animated series.
The questions are in sync with the automaker’s “Question Everything” campaign, which launched with a series of celebrity-studded creative in May. Hyundai also launched a series of ads for the Tucson featuring characters in other Disney properties like "The Bachelorette," “black-ish" and “SportsCenter."
The promotional partnership elevates the automaker’s biggest launch campaign ever, which showcases how Hyundai questioned every detail and assumption when developing the vehicle, says Angela Zepeda, CMO, Hyundai Motor America.
Marvel scripted, produced and managed creative for all three spots—"a point of differentiation in the marketplace,” says Mindy Hamilton, senior vice president of partnership marketing at The Walt Disney Company.
The Marvel Partnerships team collaborated with Hyundai’s media agency, Canvas Worldwide, and advertising agency, Innocean USA, which developed the original “Question Everything” platform.