DisneyDIS is no stranger to cross-promotion and synergy anywhere they may find it, including in auto advertisements. Disney collaborated with Fiat Chrysler Automobiles in 2015 to incorporate the Star Wars universe into the commercials for the year-end sales, and this year the company teamed up with Chevy to market the 2022 Bolt EUV with characters from the Disney Parks.
Marvel Studios, a division of Disney, has now partnered with Hyundai to create advertisements utilizing the new 2022 Tuscon and Marvel characters from Disney+ series. The Falcon and The Winter Soldier, Loki, WandaVision, and characters from the anime series What If? will all appear in the “Question Everything” ad. According to the series they appear in, actors like Anthony Mackie as Falcon, Tom Hiddleston as Loki, and Elizabeth Olsen as Wanda Maximoff each star in their own commercial.
Multiple versions of the campaign will run on linear TV, streaming networks, digital platforms, and social media, including a 60-second cross-Disney spot, a 30-second Marvel compilation, and 15 and 6-second ads. Marvel fans were given a sneak preview of the ads last week on the movie studio’s social media channels before the ad campaign formally launched today. Marvel aired the Loki Hyundai advertisement to coincide with the premiere of Loki on Disney+, which received 2 million views in just one day.
Disney and Hyundai are hoping that Marvel fans will keep in mind these advertisements when they are ready to buy a new car and choose the model that was driven by the new Captain America or the God of Mischief even though car sales are slumping as a result of the high demand and low inventory of new cars.
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Marvel Studios and Hyundai are working on a new campaign for the 2022 Tucson; the “Loki” commercial has already received 2 million views.
Since that buying segment has been negatively impacted by the epidemic, there haven’t been many automaker cooperation with studio promotional campaigns. Before now.
The Falcon and the Winter Soldier, Loki, WandaVision, and the animated What If? will all appear in new commercials for the all-new 2022 Tucson as part of a partnership between Hyundai and Marvel Studios for the next chapter of the automaker’s “Question Everything” marketing campaign.
Tom Hiddleston (Loki), Anthony Mackie (Falcon), and Elizabeth Olsen (Wanda Maximoff) each have their own series-specific vignettes in which they star. The creative will be featured in a 60-second Disney cross-promotional piece, a 30-second Marvel compilation, and 15- and 6-second TV, streaming, internet, and social advertising. The campaign’s narratives flow naturally into those of the Disney+ series featuring the characters.
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The Tucson is competing in the crowded market for small SUVs against more well-known rivals like Ford, Toyota, and Honda for the South Korean-based Hyundai, which paid Disney an undisclosed sum to produce the advertisements. Zepeda said that tying the vehicle to the well-known Marvel franchise may be beneficial.
She stated, “People are watching a lot of things, but these shows have fans. It’s pretty unusual for us to be a part of that, she said.
After Hyundai skipped the most recent Super Bowl, where a 30-second ad would have cost more than $5 million, an effort was made to use Disney properties, like ABC’s “The Bachelorette” and ESPN’s “SportsCenter,” in ads promoting the vehicle.
Aimee Drolet Rossi, a UCLA marketing professor, said of the Marvel advertisement, “What’s intriguing is that it crosses over multiple series.” “We’ll have to wait and see whether it works or not.”
As a brand with a bewildering variety of narratives, characters, and timeframes, Marvel faced a hurdle in linking the advertisements to the many characters’ ongoing stories. The advertising’ production was further complicated by the fact that they were shot during the epidemic, which slowed down Hollywood productions.
It’s less about Loki being in a car commercial now that we can intervene and tell in-world stories, according to Hamilton.
Depth Insight:
With co-branded advertisements for the 2022 Tucson, Hyundai capitalizes on the shared-universe storytelling model that has helped Marvel Studios become a cultural powerhouse. The partnership with Disney for “The Bachelorette,” “Black-ish,” and ESPN’s “SportsCenter” is a part of a bigger special creative agreement that the manufacturer has with Disney.
With tales that are developed over time through Easter eggs and post-credits teases connecting different characters and plotlines, Marvel movies and TV shows have captivated audiences. With its depictions of non-canonical Marvel events, like as Loki’s escape in “Avengers: Endgame,” “Question Everything” introduces that idea to the advertising world.
The ad campaign also marks Wanda Maximoff’s (Elizabeth Olsen) and Sam Wilson’s (Anthony Mackie) first public appearances since their respective Disney+ programs ended earlier this year. Later this summer, Hyundai and Marvel will release other projects centered on “What If…?,” the studio’s debut animated series and another Disney+ offering.
Along with a headline advertisement that unites several characters, the campaign also has vignettes that highlight the exploits of particular heroes. In an effort to generate internet buzz for “Loki,” which debuted on June 9 and now airs brand-new episodes every Wednesday, Disney is cross-promoting the content. According to Deadline, the “Loki” advertisement generated 2 million views in 24 hours during the campaign’s “soft launch” on Marvel’s social media platforms, indicating that fan appetites for Marvel-related content extend to advertisements.
Although Hyundai has a long history of collaboration with Marvel, the most recent arrangement represents a notable increase of the automaker’s efforts to connect its automobiles to the adored IP. According to Mindy Hamilton, senior vice president of partnership marketing at The Walt Disney Company, Marvel authored, created, and oversaw the creative for all three advertisements.
The outcome is a clever, captivating creative campaign, of which Hamilton is quite proud and which he believes will appeal to Marvel fans.
Hyundai Signs Disney Ad Deal Tying New Car to Marvel Characters, “SportsCenter” and “Bachelorette” Hosts (EXCLUSIVE)
Hyundai still plans to visit Disneyland despite not attending the Super Bowl this year.
With The Walt Disney Company, the major automaker has reached a broad advertising agreement that will see characters from ABC’s “Black-ish,” ESPN’s “SportsCenter,” and even Marvel characters promote the advantages of the new Tucson compact SUV in on-screen appearances that will be released over the coming months. Tayshia Adams will enter the new car on Monday night’s “The Bachelorette” premiere, and Tucson will also appear on “Black-ish” and “SportsCenter.”
According to an interview with Angela Zepeda, chief marketing officer of Hyundai Motor America, Hyundai spent 12 of the previous 14 years running big-splash commercials in the Super Bowl, but in 2021 the company wanted to leave a comparable impression on consumers for a longer period of time. Although Toyota and Nissan are rivals, she claims, “we think we have a best-in-class vehicle that we think is going to turn some heads,” adding, “We wanted to make sure all of America saw it.”
In order to do this, Hyundai is placing a wager that tying its vehicle to particular Disney programs will generate interest. Making an emotional connection with the audience is crucial when they are watching their favorite shows, according to the author. We believe it helps when people are leaning in, paying attention, and learning something new about this brand-new automobile in addition to being entertained.
It would be a mistake to disregard the possibility of taking more of the Hyundai advertising budget. According to Kantar, a company that tracks ad spending, the manufacturer spent approximately $353.2 million on conventional media advertising in 2020. The majority of it—nearly $328.9 million—was used for TV advertisements.
According to Andrew Messina, senior vice president of Disney Advertising Sales and responsible for managing partnerships with automakers and travel marketers, Hyundai and Disney have been debating a variety of creative ideas since January. Many of the concepts stemmed from discussions between Hyundai’s agency, Innocean, and Disney’s CreativeWorks, an internal organization that aids in the creation of concepts for advertisers. Marvel Studios oversaw the character-based executions, marking the first time Marvel and Disney’s media networks have collaborated on a cross-divisional ad campaign.
According to Zepeda, Hyundai will be highlighted in a total of 12 Disney-themed advertisements as well as dozens of pieces for usage on digital and social platforms.
With National Geographic, Disney and Hyundai had previously begun developing augmented reality experiences. In addition to highlighting Hyundai’s electric and hybrid vehicles, like the electric Ioniq 5, those content pieces also promoted national parks.
With the Hyundai Ioniq 5, Marvel finally gets product placement right.
If you’ve seen any of Marvel’s numerous MCU movies, you know that each and every one of them had an agreement with an automaker. Black Widow drove a Chevrolet Corvette, Black Panther preferred a Lexus, and Tony Stark had a love for Audis.
You probably already know that this week saw the release of the new Spider-Man movie, unless you’ve been living in a bunker for the past year. It was another another outstanding motion picture from the Mouse House that we saw on opening day.
But if you watched the movie, you wouldn’t have known that Hyundai was the movie’s automotive partner. We only know that because Hyundai is displaying it on YouTube, but we have no memory of ever seeing the vehicle. Hyundai played it well. Certainly, the earlier movies lacked this level of nuance. UPDATE: Happy Hogan is seen behind the wheel of the Ioniq 5 in a heartbreaking moment.
Tom Holland and Jacob Batalon appeared in a recent Hyundai behind-the-scenes video driving the new Ioniq 5. Because it has no relevance to the plot of the movie, this must have been a cut scene. Happy Hogan, who used to drive a Rolls Royce, is the only individual we can recall operating the vehicle. Maybe he made the choice to become green. Well done, he.
We’re actually simply making fun of Hyundai. The behind-the-scenes video is from a short film Hyundai made with the two well-known actors.
The movie contains a lot of surprises, so Hyundai probably didn’t want to risk giving anything away. We acknowledge that and appreciate Hyundai’s commitment.
It alludes to a joke from Homecoming, the debut Tom Holland Spider-Man film. When there aren’t any big buildings nearby, Spider-abilities Man’s are effectively useless, so what is a superhero to do when he is trapped in a small town in a flat state like Illinois?
Hyundai is the solution. Your closest friend drives the all-electric Hyundai Ioniq 5 to pick you up. You can’t be that far from home considering that it has a 303-mile driving range, according to the EPA. But it’s still remarkable for an EV.
The Ioniq is one of the newest and least expensive EVs currently on the US market. It retails for just $32,200 after the federal tax incentive is taken into account.
Hyundai Promotes The New Tucson Using Marvel Superheroes
At the moment, Hyundai appears to be checking all the proper boxes. The electric Ioniq 5 and the stylish Santa Cruz truck are just a couple of the new models that the Korean company is getting set to debut. It is also promoting its hydrogen-powered vehicles in new areas of the transportation sector. Hyundai has revealed that it will collaborate with Disney+ and Marvel Studios for a new advertising campaign showcasing the new 2022 Hyundai Tucson and leading characters from the Marvel Cinematic universe, which will only heighten the excitement.
The daring action is a part of Hyundai’s “Question Everything” marketing campaign, and it promises to “add adventure, mayhem, and enchantment to the Hyundai campaign” by enlisting well-known figures from the universes of Loki, WandaVision, and The Falcon and The Winter Soldier.
“Audiences have been mesmerized by the Marvel Cinematic Universe, and this is a fantastic chance to use their characters and plot lines with original creative for the brand-new Tucson. The 2022 Tucson is our most avant-garde and inventive vehicle to date. This promotional alliance enhances our biggest launch campaign yet, which demonstrates how we questioned every assumption and detail while creating the Tucson “said Hyundai Motor America’s CMO, Angela Zepeda.
A 60-second cross-Disney spot, a 30-second Marvel compilation, and original 15- and 6-second ads will all be included in the advertising campaign, which will appear across platforms for TV, streaming, digital, and social media. Sam Wilson will play Captain America for the first time since The Falcon TV series, and there will also be sneak peeks from the recently launched Loki series.
The Hyundai Tucson is brand-new for 2022 and offers a variety of environmentally efficient drivetrain options along with a striking exterior design. Standard options include a 2.5-liter normally aspirated four-pot with 187 horsepower, but a 226-hp HEV system with a 1.6-liter turbocharged engine and an electric motor is also available. While Captain America hitting bad guys in the face might not be as exciting as the Tucson, combining the two results in something that might pass for entertainment.