Peter Lyon
February 5, 2023
- Volkswagen succeeds in getting a starring role for its ID.4 in ‘Ant-Man’
- The collaboration is based on the product placement of the all-electric vehicle as the Super Hero’s family car in the upcoming film
- The ID.4 featured in the film generates 204 hp, can jump from zero to 60 mph in 8.2 seconds, and boasts range of 260 miles
Let’s face it, car company product placement in movies is a big deal. Without a doubt, the most famous must be Aston Martins appearing in James Bind flicks since the 1960s, starting of course with the legendary DB5 in ‘Goldfinger.’ Since then, we’ve seen the Audi R8 in ‘Iron Man,’ the Lexus LC500 in ‘Black Panther,’ Volvo XC40 in ‘Tomb Raider,’ and the Chevy Camaro in ‘Transformers,’ just to name a few.
Now, to mark the release of Marvel Studios’ ‘Ant-Man and The Wasp: Quantumania,’ Volkswagen is launching a global 360-degree campaign that puts the ID. 4 under the spotlight. The collaboration is based on product placement of the all-electric vehicle as the Super Hero’s family car in the upcoming film. The sci-fi adventure opens in US theaters on February 17, 2023.
“Marvel Studios films rank among the most successful movies of all time and Ant-Man is one of the most likable 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 at Volkswagen. “What’s more, the Ant-Man character is a perfect fit for our brand: he is likable, 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 Volkswagen, 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.
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 e-SUV ID.4 during the production of the film. The vehicle will also be presented on the red carpet at the world premiere in Los Angeles. The ID.4 Pro Performance version featured in the film, generates 204 hp, can jump from zero to 60 mph in 8.2 seconds, has a top speed of 100 mph, and boasts a range of 260 miles.
Super Hero partners Scott Lang (Paul Rudd) and Hope Van Dyne (Evangeline Lilly) return to continue their adventures as Ant-Man and the Wasp. Together, with Hope’s parents Janet Van Dyne (Michelle Pfeiffer) and Hank Pym (Michael Douglas), and Scott’s daughter Cassie Lang (Kathryn Newton), the family finds themselves exploring the Quantum Realm, interacting with strange new creatures and embarking on an adventure that will push them beyond the limits of what they thought possible.
OUR THOUGHTS
Product placement in movies is a task that many carmakers work very hard to achieve. So congrats to VW for getting a starring role for their ID.4 in the new Ant-Man flick. This EV has already been out for over two years in Europe and a year and a half in the U.S. So to see an EV that’s so well ingrained into VW’s global lineup appearing in a superhero movie is a surprise as most action or futuristic movies tend to want more futuristic sportscars and concept cars–like the Audi RSQ concept in ‘I, Robot’ for example.
