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| ▲ This photo captured from Hyundai Motor's Tucson advertisement shows Marvel character "Loki" riding the new SUV model. (PHOTO NOT FOR SALE) (Yonhap) |
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| ▲ This photo provided by Hyundai Motors America (HMA) shows "Loki," played by actor Tom Hiddleston riding Hyundai Motor's new Tucson SUV as part the "All New 2022 Tucson" campaign. (PHOTO NOT FOR SALE) (Yonhap) |
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| ▲ This photo provided by HMA shows Falcon, an American superhero from The Avengers, appearing in Hyundai Motor's Tucson advertisement with Captain America's shield. (PHOTO NOT FOR SALE) (Yonhap) |
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| ▲ This photo provided by HMA shows Avenger superhero Wanda Maximoff (played by actress Elizabeth Olsen) in Hyundai Motor's new Tucson commercial. (PHOTO NOT FOR SALE) (Yonhap) |
LOS ANGELES, June 17 (Yonhap) -- The main characters of the American superhero film series "The Avengers," produced by Marvel Studios and aired on streaming platform Disney+ appeared in a commercial for Hyundai Motor's sport utility vehicle (SUV) Tucson.
The Hyundai Motor America Sales Corporation
(HMA) announced on Wednesday (KST) that it will hold an "All New 2022
Tucson" advertising campaign in partnership with Marvel Studios, a
subsidiary of Disney.
A total of four versions of advertisements including a 60, 30, 15, and 6-second
commercial, were commissioned by Hyundai Motor to Marvel Studios, and are broadcast on TV, streaming platforms, and social media.
The commercials features actor Tom Hiddleston as "Loki," actress Elizabeth
Olsen as "Wanda Maximoff," and actor Anthony Mackie as
"Falcon" from the Avengers.
In the commercial starring Tom Hiddleston, Loki rides the Tucson with a
crystalline cube called "The Tesseract," which appeared in the Avenger
series, while Falcon appears in the advertisement to catch a villain using Captain
America's shield. Elizabeth Olsen as Wanda Maximoff shows off her superpowers by
changing the color of the vehicle.
Based on Hyundai Motor's Tucson marketing concept of "Questions Everything," the campaign's storytelling was purposely linked to each of the superheroes' narratives in the Disney+ TV series
In other words, Hyundai Motor and Marvel Studios have chosen a
"win-win" strategy that attracts customers from each other through this
collaboration.
The Los Angeles Times (LAT) analyzed that since Hyundai is battling against
rivals including Ford, Toyota, and Honda, it could benefit from connecting its
SUV model with a popular brand like Marvel. In return, this collaboration helps
Disney promote its original Marvel content and their own subscription services against
Netflix and WarnerMedia with HBO Max.
"The Marvel Cinematic Universe has captivated
audiences and it’s an incredible opportunity to utilize their characters and
story lines with custom creative for the all-new Tucson," said Angela
Zepeda, chief marketing officer (CMO) of Hyundai Motor America.
“We were dedicated to creating custom
content calibrated to the precise needs of Hyundai," said Mindy
Hamilton, senior vice president of Partnership Marketing at The Walt Disney
Company. "The result is a sophisticated, compelling creative campaign that
we’re incredibly proud of and believe will resonate with Marvel fans.”
Marvel's 30-second Tucson ad, which was pre-released through its official
Twitter account on June 10 to match the release of the "Loki" drama
series, has received 500,000 views so far.
Hyundai Motor did not disclose the amount of money spent on the collaborated advertisement
with Marvel Studios.
Last year, Hyundai Motor used its advertising expenses for other marketing
purposes instead of advertising during the Super Bowl LV, which is the
championship game of the National Football League (NFL) in 2020.
Last year, a 30-second TV commercial for the Super Bowl was priced at 5.5
million dollars.
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