Volkswagen is launching a global campaign that puts the ID.4 in the limelight, with custom content inspired by a new Marvel movie.
The all-electric vehicle will be shown as the superhero’s family car in Marvel Studios' “Ant-Man and The Wasp: Quantumania,” which open in theaters Feb. 17.
The deal includes a red carpet appearance for the ID.4 at the movie’s world premiere event in Los Angeles.
Marvel Studios films rank among the most successful movies of all time, and Ant-Man is one of the most likeable characters in the Marvel Cinematic Universe, says Gilbert Heise, head of global brand management and consumer insights at Volkswagen.
“Integrating the ID.4 into the movie and the accompanying campaign enables us to reach millions of people all over the world,” Heise says in a release. “What’s more, the Ant-Man character is a perfect fit for our brand. He is likeable, authentic and has a great sense of humor.”
In the run-up to the film’s release, a jointly created custom spot kicks off the global campaign.
It was developed and produced by the Walt Disney Studios partnerships team and Bullitt, and directed by long-time Marvel Studios collaborator Anthony Leonardi III.
Framestore’s VFX team brought the spot’s shrinking and growing effects to life. It will run on social media, TV and in movie theaters.
Along with the spot, a behind-the-scenes video will provide an inside look at the making of the movie with the placement of the Volkswagen ID.4 electric compact SUV during production of the film.
“Nowadays, emotional storytelling through this kind of cooperation is enormously important for brands,” says Salim Yüksel, who is responsible for future trends, strategic partnerships and global branded entertainment at Volkswagen, and jointly leads the project alongside Volkswagen of America.