Characters

Hyundai Ties New Car to Marvel Characters, ‘SportsCenter’ and ‘Bachelorette’ Hosts in Disney Ad Pact (EXCLUSIVE)

Hyundai didn’t go to the Super Bowl this year, but it’s still taking a trip to Disneyland.

The large automaker has struck a broad advertising pact with The Walt Disney Company that will have characters from ABC’s “Black-ish,” announcers from ESPN’s “SportsCenter” and even characters from Marvel tout the benefits of the new Tucson compact SUV in on-screen appearances set to roll out over the next few months. On Monday evening, viewers of the premiere of “The Bachelorette” will see Tayshia Adams get into the new vehicle, along with Tucson appearances on “Black-ish” and “SportsCenter.”

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Hyundai spent 12 of the past 14 years putting big-splash commercials in the Super Bowl, but in 2021, it wanted to make a similar impression on consumers over a more sustained time period, Angela Zepeda, chief marketing officer of Hyundai Motor America, says in an interview. Despite competition from Toyota

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