Marketing a car to a core demographic group that hates being targeted by marketing presents special challenges. But the chance to feature the Hyundai Veloster in Ant-Man and the Wasp, a feature film with the same millennial target audience, provided the perfect solution. As the hero vehicle in the movie's action-packed chase scene, the Veloster integrated seamlessly into the storyline, giving Hyundai instant credibility with the audience — without feeling forced or contrived. That the Veloster shared Ant-Man's size-shifting ability also granted us license to create our "Ant Ad" campaign, including TV spots and online videos featuring tiny, ant-sized Hyundais.
Menacing clouds darken the sky as two Hyundai SUVs speed through an apocalyptic desert scene, trying to escape a billowing sandstorm. Random debris blows past them. Strange objects appear suddenly from the dusty haze — an oversized can, a dried-up leaf. No problem, the well-equipped Hyundai vehicles dodge and dart past every obstacle with precision and power. But this is no ordinary desert. In fact, it's not a desert at all. The camera pulls back to reveal a street sweeper cleaning a quiet, residential street. Rather than actual-size cars, the Hyundai vehicles are tiny "ant-sized" replicas trying to outrun the dust and debris kicked up by the street sweeper brushes in the gutter. The spot transitions to a high-action, driving sequence from Ant-Man and the Wasp featuring a Veloster and SUV the partnership between Hyundai and the Marvel Universe defined, the connection clearly made.
+77% Brand Sentiment +88% Increase in social mentions +150% Increase in dealership traffic 46 Million campaign impressions +10% YOY increase in sales +106+ Spike in Veloster mentions +785% Increase in Hyundai Drive App installations 46MM Views online 900K Livestream views with Hyundai sponsorships