Marvel: Assembles with Hyundai for campaign

(Anthony Mackie as Cap in new Hyundai spot)

Hyundai and Marvel Studios have “assembled” to launch the next big phase of Hyundai’s “Question Everything” marketing blitz. This first-ever co-branded creative campaign introduces the all-new 2022 Tucson in exciting new spots featuring Marvel characters from four different Disney+ series.

Hell to the yeah.

The custom creative developed and produced by Marvel Studios brings adventure, mischief, and magic to the Hyundai campaign by asking thought-provoking questions within the worlds of The Falcon and The Winter SoldierLokiWandaVision, and What If…?.

“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.”

Three spots. Two Avengers. One Anti-hero.

The marvelous (see what we did there?) campaign features Sam Wilson (Anthony Mackie) appearing for the first time as Captain America since the conclusion of The Falcon and The Winter Soldier.

Then we see Elizabeth Olsen as Reel 360 favorite  Wanda Maximoff returning to the classic TV sitcom-inspired world of WandaVision.

Fans will also get a glimpse of what happened to Loki (Tom Hiddleston) after the events of Avengers: Endgame and before he embarks on the mysterious journey featured in the new Disney+ series Loki that launched on June 9.

RELATED: LOKI: A look at the series premiere

Olsen, Mackie and Hiddleston will also appear in a 60-second cross-Disney spot, a 30-second Marvel compilation and unique 15-second and 6-second ads running across linear TV, streaming, digital and social. Watch below:

“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. “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 collaborated closely with Hyundai’s media agency, Canvas Worldwide, and advertising agency, INNOCEAN USA, who developed the original “Question Everything” platform.

Later this summer, Hyundai and Marvel Studios will release additional creative inspired by What If…?, Marvel Studios’ first animated series.

The spots are seamless and marvelous, making them our Reel Ad of the Week. No question about it.

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Colin Costello is the West Coast Editor of Reel 360. Contact him at or follow him on Twitter at @colinthewriter1