Hyundai seems to be ticking all the right boxes at the moment. The Korean manufacturer is getting ready to launch some seriously exciting new models, including the electric Ioniq 5, and the cool-looking Santa Cruz truck, and is also pushing its hydrogen-powered vehicles in new sectors of the transport industry. To add to the hype, Hyundai has announced that it will be partnering up with Disney+ and Marvel Studios for a new ad campaign featuring the new 2022 Hyundai Tucson, and title characters from the Marvel Cinematic universe.

The bold move forms part of Hyundai's "Question Everything" marketing campaign and promises to "bring adventure, mischief, and magic to the Hyundai campaign" by involving much-loved characters from the worlds of The Falcon and The Winter Soldier, Loki, and WandaVision.

"The Marvel Cinematic Universe has captivated audiences and it's an incredible opportunity to utilize their characters and storylines with custom creative for the all-new Tucson. This promotional partnership elevates our biggest launch campaign ever which showcases how we questioned every detail and assumption when developing the 2022 Tucson-resulting in our most innovative and technologically advanced vehicle to date." said Angela Zepeda, CMO, Hyundai Motor America.

The ad campaign will feature a 60-second cross-Disney spot, a 30-second Marvel compilation and unique 15-second and 6-second ads running across TV, streaming, digital and social media platforms. Fans can expect to see Sam Wilson appearing for the first time as Captain America since The Falcon TV series, and sneak peaks of the new series Loki, which just started streaming.

New for 2022, the Hyundai Tucson features a striking look, a more refined interior, and a range of eco-friendly drivetrain options. A 2.5-liter naturally-aspirated four-pot producing 187 horsepower is offered as standard, but a 226-hp HEV system consisting of a 1.6-liter turbocharged engine and an electric motor is also offered. The Tucson might not be as exciting as Captain America punching bad dudes in the face, but combine the two, and you end up with something that could possibly pass as entertainment.