Marvel Studios movies have established themselves as some of the most successful films in history, with Ant-Man being a particularly beloved character in the Marvel Cinematic Universe. Volkswagen’s Global Brand Management and Consumer Insights Head, Gilbert Heise, notes, “Integrating the ID.4 into the movie and its associated campaign allows us to connect with a vast audience worldwide. The character of Ant-Man aligns perfectly with our brand values – he is endearing, genuine, and possesses a great sense of humor.”
Global custom content across social media, television, and cinema features an entertaining and intricately crafted sequence involving Ant-Man and Cassie Lang with the ID.4.
Leading up to the movie’s premiere, Volkswagen and Marvel Studios’ “Ant-Man and The Wasp: Quantumania” have collaborated on a custom promotional spot to kickstart the global campaign. The advertisement, co-created and produced by Volkswagen, the Walt Disney Studios partnerships team, and Bullitt, was directed by long-time Marvel Studios collaborator, Anthony Leonardi III. Framestore’s renowned VFX team brought the spot’s shrinking and growing effects to life. The commercial will air on various platforms, including social media, TV, and in theaters.
Senior Vice President of Global Marketing Partnerships at Walt Disney Studios, Lylle Breier, remarks, “This engaging, innovative, and integrated campaign breathes life into a relatable narrative in an extraordinary manner. We are thrilled to share it with fans worldwide in anticipation of the next chapter in the MCU’s saga.”
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Furthermore, a behind-the-scenes featurette will offer viewers a glimpse into the production of the film, showcasing the Volkswagen e-SUV ID.4. The vehicle will also make an appearance on the red carpet at the movie’s world premiere in Los Angeles.
“In today’s landscape, emotional storytelling through collaborations like this is paramount for brands,” explains Salim Yüksel, overseeing Future Trends, Strategic Partnerships, and Global Branded Entertainment at Volkswagen. He co-leads this project with Volkswagen of America, expressing pride in uniting global brands for such a creative endeavor.
About Marvel Studios’ “Ant-Man and The Wasp: Quantumania”:
Ant-Man and the Wasp, portrayed by Paul Rudd and Evangeline Lilly, respectively, reunite to embark on new adventures. Alongside Hope’s parents and Scott’s daughter, the family delves into the Quantum Realm, encountering strange creatures and embarking on a journey that challenges their preconceptions. Directed by Peyton Reed and produced by Kevin Feige and Stephen Broussard, the movie introduces Jonathan Majors as Kang, alongside David Dastmalchian, Katy O’Brian, William Jackson Harper, and Bill Murray. This sci-fi adventure is set to hit US theaters on February 17, 2023.