All-new Hyundai Tucson features in Marvel Disney+ series

KUALA LUMPUR: Hyundai is gearing up for the launch of some really sensational models, including the Ioniq 5 electric SUV and the Santa Cruz pickup. But before that, here we see an exciting marketing campaign from the house of the Korean automaker in association with Marvel Studios. The unique campaign essentially features your favorite superheroes from the Marvel Cinematic Universe’s Disney+ series promoting the next-gen Hyundai Tucson that made its debut last year in September.

Starring in the campaign is none other than Loki (Tom Hiddleston), Captain America (Anthony Mackie), and Wanda Maximoff (Elizabeth Olsen). A fourth ad is also in the making that will feature a character from Marvel Studios’ first animated series named “What If…?.” This first-ever co-branded creative campaign launched the next big phase of Hyundai’s “Question Everything” marketing blitz that brings adventure, mischief, and magic by asking thought-provoking questions.

“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.”

The campaign has a 60-second cross-Disney spot, a 30-second Marvel compilation, along with 15-second and 6-second ads running across TV, streaming, and digital and social media platforms. The clip showcases the new Hyundai Tucson when Captain America pulls off acrobatics over it during the battle and when Wanda holds a toy-like Tucson in hand that magically transforms into the real thing. 

“We were dedicated to creating custom content calibrated to the precise needs of Hyundai,” said Mindy Hamilton, senior VP of partnership marketing at Disney. “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.”

Well, these Tucson ads are really a treat for die-hard Marvel fans. We hope this will grab more customers for the new Hyundai Tucson. To recap, the new SUV boasts a striking look, modern-day interior, improved features list, and a range of eco-friendly powertrain options. The price for the base variant starts at RM $24,950 (RM 103,483) and goes all the way to $37,350 (RM 154,913).

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