During the pandemic we haven’t seen many automaker partnerships with studio promotional campaigns as that buying sector has taken a hit. Until now. Hyundai and Marvel Studios are partnering o…
“The Marvel Cinematic Universe has captivated audiences and it’s an incredible opportunity to utilize their characters and storylines with custom creative for the all-new Tucson,” said Angela Zepeda, CMO, Hyundai Motor America. “This promotional partnership elevates our biggest launch campaign ever which showcases how we questioned every detail and assumption when developing the 2022 Tucson—resulting in our most innovative and technologically advanced vehicle to date.
“We were dedicated to creating custom content calibrated to the precise needs of Hyundai,” said Mindy Hamilton, SVP of Partnership Marketing at The Walt Disney Company. “We scripted, produced and managed creative for all three spots—a point of differentiation in the marketplace. The result is a sophisticated, compelling creative campaign that we’re incredibly proud of and believe will resonate with Marvel fans.
The Marvel Partnerships team worked closely with Hyundai’s media agency, Canvas Worldwide, and advertising agency, Innocean USA, who developed the original “Question Everything” platform.
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