Hyundai deepens Marvel tie-in around Tucson with co-branded ads starring Disney+ heroes

Dive Brief:

Hyundai released a series of ads starring Marvel Studios heroes from Disney+ series including "Loki," "The Falcon and The Winter Soldier" and "WandaVision" as part of a larger "Question Everything" platform promoting the 2022 Tucson, according to a news release.
The creative was developed and produced with Marvel Studios and includes a 60-second cross-brand video, a 30-second compilation ad and 15- and six-second spots airing across TV, streaming, digital and social. Narratives integrate closely with Marvel's existing timeline and tone, with one ad depicting what happened to Loki in between the last "Avengers" film and his eponymous new show.
Hyundai media agency Canvas Worldwide and agency of record Innocean USA assisted with the effort that deepens the automaker's collaboration with Disney Advertising Sales at a time when streaming services are booming. Innocean USA is behind the "Question Everything" marketing blitz that kicked off earlier this year.

Dive Insight:

Hyundai taps into the shared-universe storytelling formula that has grown Marvel Studios into a cultural juggernaut with co-branded ads promoting the 2022 Tucson. The superhero tie-up is part of a larger custom creative pact the automaker has in place with Disney that covers other properties like "The Bachelorette," "Black-ish" and ESPN's "SportsCenter."

Marvel movies and TV shows have hooked fans with narratives that are fleshed out over time through Easter eggs and post-credits teasers linking various characters and plotlines together. "Question Everything" brings that concept to the advertising space by depicting events that happen in between canonical Marvel media, such as the getaway of Loki (Tom Hiddleston) in "Avengers: Endgame."

The marketing push also marks the first appearances of Wanda Maximoff (Elizabeth Olsen) and the new Captain America, Sam Wilson (Anthony Mackie), since their respective Disney+ shows concluded earlier this year. Hyundai and Marvel later this summer will release additional collaborations around "What If…?," the studio's first animated series, which is another Disney+ offering.

On top of a lead spot bringing various characters together, the campaign carries vignettes spotlighting the escapades of individual heroes. Disney is cross-promoting the creative as it tries to build online hype around "Loki," which premiered June 9 and airs new episodes weekly on Wednesdays. A "soft launch" of the campaign on Marvel's social media channels saw the "Loki" ad generate 2 million views in 24 hours, according to Deadline, suggesting fan appetites for all things Marvel carry over to advertising.

Hyundai's work with Marvel stretches back years, but the latest partnership marks a noteworthy expansion of the automaker's attempts to tie its vehicles to the beloved IP. Marvel scripted, produced and managed creative for all three spots, Mindy Hamilton, senior vice president of partnership marketing at The Walt Disney Company, said in a press statement.

"The result is a sophisticated, compelling creative campaign that we're incredibly proud of and believe will resonate with Marvel fans," Hamilton said.