Marking the release of Marvel Studios’ “Ant-Man and The Wasp: Quantumania,” in U.S. theaters starting February 17, Volkswagen is launching a global 360-degree campaign that puts the ID.4 in the limelight with custom content inspired by the movie.
The cooperation is based on the product placement of the all-electric vehicle as the Super Hero’s family car in the upcoming film.
“Marvel Studios films rank among the most successful movies of all time and Ant-Man is one of the most likeable characters in the Marvel Cinematic Universe. Integrating the ID.4 in the movie and the accompanying campaign enables us to reach millions of people all over the world,” says Gilbert Heise, Head of Global Brand Management and Consumer Insights at Volkswagen. “What’s more, the Ant-Man character is a perfect fit for our brand: he is likeable, authentic and has a great sense of humor,” he adds.
In the run-up to the film’s release, Volkswagen and Marvel Studios’ “Ant-Man and The Wasp: Quantumania” are presenting a jointly-created custom spot to kick off the global campaign. The ad, developed and produced by the Walt Disney Studios partnerships team and Bullitt, was directed by long-time Marvel Studios collaborator Anthony Leonardi III. Framestore’s award-winning VFX team brought the spot’s shrinking and growing effects to life. The spot will run on social media, TV and in movie theaters.
“This fun, innovative and integrated campaign brings a relatable storyline to life in an extraordinary way. We are so excited to share it with fans around the world, in celebration of the release of the next installment of the MCU,” said Lylle Breier, SVP Global Marketing Partnerships at Walt Disney Studios.
In addition, a behind-the-scenes featurette will give viewers an inside look at the making of the movie with the placement of the Volkswagen ID.4 electric compact SUV during production of the film. The vehicle will also be presented on the red carpet at the world premiere in Los Angeles.
“Nowadays, emotional storytelling through this kind of cooperation is enormously important for brands,” explains Salim Yüksel, who is responsible for Future Trends, Strategic Partnerships and Global Branded Entertainment at Volkswagen and jointly leads the project alongside Volkswagen of America. “We are very proud to have brought together our global brands with such a creative project.”