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Marvel Characters ‘Question Everything’ in New Hyundai Tucson Ads

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Still photo from ad: Captain America holds shield while standing next to 2022 Hyundai Tucson
Photo: Hyundai

A new ad partnership between Hyundai and Marvel Studios shows off the redesigned 2022 Tucson SUV with the help of characters like the new Captain America, Loki, and Wanda Maximoff.

A Stunning New SUV: Meet the redesigned 2022 Hyundai Tucson

Part of Hyundai’s “Question Everything” campaign, these three ad spots prominently display the Tucson while fitting in with storylines from the Disney+ series WandaVision, The Falcon and the Winter Soldier, and Loki. Future spots will also include What If…?, Marvel’s upcoming animated series.

Each ad spot depicts a Marvel character asking a quippy question. Edited to different lengths and into a single supercut, they’re currently airing on television, streaming platforms, and social media.

In one spot linked with the 1950s sitcom-inspired WandaVision, Elizabeth Olson’s Wanda Maximoff asks, “Why is it the ‘Golden Age of Television’ if it’s all in black and white?” Meanwhile, a tiny red Tucson in her hand suddenly grows to full size and replaces the sedan behind her as the screen shifts from black and white to full color.

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Another spot stars Sam Wilson as the new Captain America in the aftermath of The Falcon and the Winter Soldier. In mid-pursuit, he slides across the hood of a Tucson, hurls his trademark shield to knock down a bad guy, and asks, “Why do we say ‘heads up’ when we really mean ‘duck’?”

In the third spot, Tom Hiddleston’s mischievous Loki — from the show of the same name — jumps through time with the Tesseract and steals a Tucson. With his eyes reflected in the rearview mirror, he ponders, “If you’re living on borrowed time, do you have to return it?”

  • Ad still: black-and-white Wanda Maximoff stands next to red 2022 Hyundai Tucson
  • Ad still: Loki's eyes are reflected in 2022 Hyundai Tucson rearview mirror

Hyundai hopes this collaboration will build buzz for the all-new Tucson, which recently went on sale across the U.S. The bestselling compact SUV boasts a handsome new exterior, a renovated and roomy cabin, and an array of advanced technologies. For 2022, the Tucson lineup is also introducing a hybrid, a plug-in hybrid, and a performance-inspired N Line model.

Follow our coverage here at The News Wheel to keep up with the latest news and information on the 2022 Tucson and other Hyundai models.