Disneyland Shows to Feature Hyundai’s New Car in Latest Ad Pact

Mid-show commercials in WandaVision may not have had a clear sponsor but going forth, commercials in Disneyland shows will have one: Hyundai. According to an exclusive Variety report, the Korea-based auto giant has struck a broad advertising pact with The Walt Disney Company. So get ready for some of your favorite characters announcing to you in not-so-subtle terms the benefits of the new Tucson compact SUV.

In fact, these onscreen appearances were kicked off with the premiere of “The Bachelorette” when viewers got to see Tayshia Adams get into the brand new Tucson. Other shows picked by Hyundai include the ABC drama “Black-ish,” ESPN’s “SportsCenter” and even Disney’s latest blockbuster property, Marvel.

Fans of the Marvel franchise will remember that this is not the first time Hyundai has paired up with their favorite cinematic universe to promote its high-end toys. In 2019, Hyundai jumped on the Marvel Cinematic Universe bandwagon with an “over-the-top” tribute to Iron Man. At the time, the Kona SUV was chosen for a matte-gray paint job with glossy red accents to emulate Tony Stark’s famed super suit.

Not just that, the wacky SUV was awash with Iron Man emblems right from the fender, bumper, headlamp, wheels to even the red roof. (Not even kidding.)

This time around, Hyundai has gone for pairing its car with specific Disney shows, given the phenomenal rise in OTT content post-pandemic.

Making that emotional connection with the consumers is important when they are watching shows they love. We hope this gives us a boost when people are leaning in and really paying attention and are not only entertained, but also take something away about this all-new vehicle.

Angela Zepeda, Chief marketing officer of Hyundai Motor America

For Disney, this means big money considering Hyundai has spent nearly $358 million on advertisements in 2020 alone. So far, the agreement is of 12 commercials using Disney’s properties and other properties for use in digital and social venues.

Another Hyundai-Disney collaboration includes the augmented-reality experiences created with National Geographic which highlight national parks as well as Hyundai’s electric, and hybrid vehicles.

Source: Variety