In a world where automakers keep spending more and more money on advertising, Hyundai, like Audi, have aligned themselves with the Marvel Universe in order to reach the people they otherwise couldn’t.



In 2015, Hyundai signed a two-year deal with Marvel and Netflix, purchasing product-placement rights in popular hero franchise shows such as ‘Daredevil’ and ‘Jessica Jones’, but also the upcoming ‘Luke Cage’ and ‘Iron Fist’.

The deal, as reported by Autonews, is valid through 2017 when the four previously mentioned heroes will join forces in a new Netflix series called ‘The Defenders’.

Those of you who’ve seen ‘Daredevil’ may have noticed how the Sonata Hybrid and Genesis sedan kept showing up throughout the series, with the latter also ending up starring in ‘Jessica Jones’.

Furthermore, both the Sonata Hybrid as well as the Genesis sedan (now known as the Genesis G80) will make their way to Netflix’ Luke Cage when the series launches in September.

“Consumers are much more difficult to find these days with the proliferation of digital,” said Monique Kumpis, Hyundai’s senior manager of advertising. “Not everybody is watching linear television, and even when they are, our competitors there are outspending us, so we always have to be on the lookout for smarter ways to reach these audiences.”

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