Advertising campaigns to bring together car manufacturers and film studios are nothing new. The big screen is coveted real estate for automakers looking to place their products in front of large audiences, while studios are eager to license characters to help sell products to consumers. That’s what’s happening with Hyundai’s latest tie-up to Marvel Studios as the automaker looks to sell the all-new 2022 Tucson.
Marvel Studios has Loki (Tom Hiddleston), Sam Wilson as Captain America (Anthony Mackie) and Wanda Maximoff (Elizabeth Olson) in a series of commercials that will air on TV, streaming and social media featuring the new Tucson crossover. The characters are from three Disney + series, with What if…?, Marvel’s first animated series, joining the campaign later this summer. The ads were developed and produced by Marvel Studios, which worked with Hyundai’s Canvas Worldwide media agency and its INNOCEAN USA advertising agency.
The spots will be as short as 6 seconds or as long as a minute, depending on where they are broadcast. Working with Marvel Studios to create the ads allows Hyundai to present the crossover to customers in a unique way. “We have been dedicated to creating personalized content calibrated to Hyundai’s exact needs,” said Mindy Hamilton, senior vice president of partnership marketing at The Walt Disney Company. Disney scripted, produced and managed the creation for all three spots.
This isn’t Hyundai’s first foray into the Marvel Cinematic Universe. In 2017, the company created an Iron Man-themed Kona crossover with a matte gray and gloss red two-tone exterior paint scheme and a wider stance. Such collaboration is not the goal of Hyundai’s latest Marvel campaign, which seeks to introduce customers to the drastically redesigned Tucson crossover. The 2022 model sports a new look inside and out, the latest technology and even a hybrid powertrain.