The Tucson launch campaign represents the largest-ever campaign of its type for Hyundai, whose other annual big-budget marketing ploy was absent this year as the automaker, along with many Super Bowl advertising mainstays, chose to sit out 2021’s Buccaneers-Chief matchup. Prior to this year, Hyundai has appeared in 12 of the past 13 Super Bowls.
“We love the Super Bowl, it does a lot for us,” says Angela Zepeda, Hyundai’s U.S. chief marketing officer. "But knowing we had to keep the campaign going through the back half of the year, we felt we needed to do something beyond [the] Super Bowl."
But she insists that the ongoing “Question Everything” campaign, which was first announced in April and will run through the end of the year, won’t be short on “big Super Bowl-esque, celebrity style-focused creative.”
“We needed to do something big and bold and out-of-the-box, but we made the decision to not go into the Super Bowl [this year] and save all our firepower for this launch,” says Zepeda. “This is all about launching our all new Tucson, which is a really important car for us.”
The 2022 model year represents a complete overhaul of the Tucson—so different, in fact, that Zepeda says other automakers may have even opted to rebadge the vehicle entirely. And with the subcompact SUV category being “the most competitive segment we compete in,” she believes the Marvel tie-in will bring the perfect amount of starpower to its launch.
The Marvel spots will feature actors Elizabeth Olsen, Anthony Mackie, Tom Hiddleston and others in a range of series-themed vignettes across linear TV, streaming, social and digital.
Cut in six-, 15-, 30- and 60-second increments, the “Question Everything” ads are slated to remain live through September with the possibility of extending their run through the end of the year, Hyundai confirms, with all spots going live from tomorrow, June 16.
The campaign isn’t simply using the characters to sell cars, though—many of the ads will feature relevant plot details and glimpses of unknown timelines that Marvel fans are sure to pick up on. They include Sam Wilson appearing as Captain America for the first time since “The Falcon and the Winter Soldier” wrapped up, and seeing what Loki has been up to since the conclusion of “Avengers: Endgame.”