South Korean automaker Hyundai Motor Company has partnered with Marvel Studios to help market the new 2022 Tucson crossover.
The collaboration will create a series of commercials starring Marvel Studios characters that will present Hyundai's new vehicle in an unexpectedly compelling light.
The creative was developed and created by the automaker in conjunction with Marvel Studios and includes a 60-second commercial, as well as 30 15- and 6-second versions that will be broadcast on television, streaming, and also on the Internet, including on social networks.
The new Tucson, equipped with a 2.5-liter engine with 226 horsepower, is now additionally "charged" for buyers with the energy of Captain America. Can it work? Hyundai is full of expectations from the unusual partnership and hopes that with the use of bright images of superheroes, they will be able to sell more of their new crossovers. By the way, a hybrid version is also entering the market at the same time, which is equipped with a 1.6-liter turbocharged engine, as well as an electric motor.
For the new campaign, Hyundai is using a shared universe storytelling formula, Marvel Studios, that fits into the world of Tucson 2022. The superhero tie-in is part of a larger creative deal the automaker has with Disney that includes other studio properties.
“Our goal was to create bespoke content that was precisely tailored to Hyundai’s needs,” commented Mindy Hamilton, Senior Vice President of Walt Disney, noting that the collaboration resulted in “a complex, compelling creative campaign that the studio "incredibly proud."
The Korean automaker has been partnering with Marvel for several years now, but the latest partnership could mark a notable expansion in the automaker's efforts to tie its cars to beloved movie characters.