Jeep and Marvel Join Forces: New Wrangler A250 and Advertising Campaign for ‘Avengers: Doomsday’
At the height of the Marvel Cinematic Universe, automotive product placement was widespread. For instance, Audi closely collaborated with the franchise, and their cars appeared in all three Iron Man films, as well as in ‘Captain America: Civil War’, ‘Spider-Man: Homecoming’, ‘Avengers: Age of Ultron’, and ‘Avengers: Endgame’.
However, Audi is not alone. Acura was also spotted in the films ‘Thor’ and ‘The Avengers’. Lexus joined the action by showcasing the LC model in ‘Black Panther’.
That is why the partnership between Jeep and Marvel is particularly intriguing. The companies have already confirmed plans for a joint marketing campaign to support the release of ‘Avengers: Doomsday’, which is scheduled to premiere on December 18.
Will Jeep Appear in the New Blockbuster?
During a recent press briefing, we asked Stellantis’ Global Chief Marketing Officer Olivier Francois whether Jeep vehicles would be featured in the upcoming blockbuster. Given Marvel’s well-known penchant for secrecy, he was reserved in his answers and hinted that we would have to wait and see.
This was to be expected, as little is known about the film aside from the fact that it will bring back stars Robert Downey Jr. and Chris Evans to the screen. They will be joined by other familiar faces, including Chris Hemsworth, Paul Rudd, and Anthony Mackie, as well as classic actors from ‘X-Men’ and superheroes from more recent releases.
Although Francois was cautious about Jeep’s possible role in the film, he noted that the off-road brand is no newcomer to cinema. For example, the Wrangler appeared in the famous ‘Jurassic Park’. The brand has previously leveraged this by launching marketing campaigns to support the films ‘Jurassic World: Rebirth’ and ‘Jurassic World: Dominion’.
The Idea for Collaboration Did Not Arise Today
Returning to Marvel, Francois revealed that the automaker had thought about collaborating with ‘Captain America’ for many years but was unsure whether the comics company would agree. However, the time for collaboration turned out to be perfect.
Jeep and Captain America are both celebrating their 85th anniversary this year, and both are considered patriotic symbols. The latest theme is tied to America’s 250th anniversary, which Francois called a ‘huge cultural moment’. Additionally, the film ‘Avengers: Doomsday’ is being released later this year.
Classic Jeep Influenced the Design of the New Wrangler A250
Setting the Marvel partnership aside, Jeep’s Global Head of Design Vince Galante shared more details about the special edition Wrangler America250 Edition. He noted that the model drew inspiration from the country’s bicentennial in 1976, as well as from Super Jeep packages of the 1970s.
The connection to the latter is obvious: the classic off-road vehicle featured wavy red and blue stripes that resembled a flag billowing in the wind. This design is reflected in a more restrained form on the A250, which has U-shaped blue and red decals on the hood, along with side stripes.
Galante added that creating the special edition took about a year and a half, largely due to the unique Jean Blue soft top. Since it is entirely new, the top had to undergo durability testing to ensure everything met standards.
The designer also noted that the company is exploring new colors and materials for its vehicles. This is great news, as they create true masterpieces, such as the Jean Blue seats in the A250 and Rockslide versions, as well as the plaid interior in the 85th Anniversary Edition.
The collaboration between Jeep and Marvel appears to be a logical step for both brands, which are celebrating important anniversaries this year. Beyond the obvious marketing effect, this partnership could mark the beginning of a long-term relationship similar to what Audi had with Marvel in the past. It is worth noting that Jeep already has experience with successful product placement in cinema, such as in ‘Jurassic Park’, making this collaboration even more promising. The special edition Wrangler A250, inspired by classic models from the 1970s, not only pays tribute to history but also demonstrates the brand’s commitment to experimenting with design and materials, which could positively impact future models.