Marvel Studios & Hyundai Team in Tucson 2022 Campaign; ‘Loki’ ad huge – deadline

We didn’t see many automaker partnerships with studio ad campaigns during the pandemic as this purchasing sector took a hit. Until now.


Hyundai and Marvel Studios are collaborating on the next phase of the automaker’s “Question Everything” marketing campaign, which will feature the brand new Tucson in 2022 in new spots featuring Marvel characters from four different Disney + series: The Falcon and the Winter Soldier, Loki, WandaVision and the animated what if?

Elizabeth Olsen (Wanda Maximoff), Anthony Mackie (Falcon) and Tom Hiddleston (Loki) star in their own series-specific vignettes. The creative will appear in a 60-second cross Disney commercial, a 30-second Marvel compilation, and 15-second and 6-second commercials that will air across linear television, streaming, digital and social. The storytelling of the campaign ties in seamlessly with the narratives of the Disney + series of characters.

Marvel’s Victoria Alonso debuts “What If …?” Clip, Talks Studio’s Animation Push, Inclusion & Diversity – Annecy

The campaign officially kicks off today, despite its soft launch on Marvel social media last week with a Loki Hyundai commercial getting 2 million views in 24 hours.

Out of time and on the run – #Loki has to #QuestionEverything. @ Hyundai. #ad

– Loki (@LokiOfficial) June 10, 2021

“The Marvel Cinematic Universe has been captivating audiences and it is an incredible opportunity to use their characters and storylines with individual creativity for the brand new Tucson,” said Angela Zepeda, CMO, Hyundai Motor America. “This advertising partnership highlights our largest launch campaign to date, showing how we challenged every detail and assumption in developing the 2022 Tucson – resulting in our most innovative and technologically advanced vehicle to date.”

“Our goal was to create custom content that was precisely tailored to Hyundai’s needs,” said Mindy Hamilton, SVP of Partnership Marketing at The Walt Disney Company. “We scripted, produced and managed the creatives for all three spots – a differentiator in the market. The result is a sophisticated, compelling creative campaign that we’re incredibly proud of and that we believe will resonate with Marvel fans. “

The Marvel Partnerships team worked closely with Hyundai’s media agency Canvas Worldwide and the advertising agency Innocean USA, who developed the original “Question Everything” platform.

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