Volkswagen Goes Big with 'Ant-Man and The Wasp: Quantumania' Campaign

Marvel's latest return to form at the global box office, “Ant-Man and The Wasp: Quantumania,” has brought a new partnership to light with Volkswagen.

License Global

February 6, 2023

The Volkswagen ID.4.Volkswagen

Not only will Volkswagen's ID.4 automotive model feature in

Marvel

Studio’s “Ant-Man and The Wasp: Quantumania,” but a global 360-degree campaign will complement the placement with custom content made in collaboration with Marvel Studios.

Landing in theaters Feb. 17, “Ant-Man and The Wasp: Quantumania” features a product placement deal for the

Volkswagen

ID.4 as the family car of Scott Lang (aka Ant-Man).

“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,” says Gilbert Heise, head, global brand management and consumer insights, Volkswagen. “Integrating the ID.4 in the movie and the accompanying campaign enables us to reach millions worldwide. The

Ant-Man

character is a perfect fit for our brand: he is likable, authentic and has a great sense of humor.”

While not traditionally licensing, the product placement program will be joined by a custom content campaign featuring the major motion

picture world and core characters, Ant-Man and Cassie Lang, in the ID-41.

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.