Volkswagen and Walt Disney Animation Studios have confirmed a collaboration for "Zootopia 2”, due in cinemas on 26 November. The deal puts three custom-animated vehicles into the film, inspired by Volkswagen's all-electric ID.3, ID.4 and ID.7 Tourer. On screen, the brand shows up as "Wolfswagen,” a nod to Volkswagen's home city of Wolfsburg and to the series' habit of spoofing real-world names.
The partnership isn't limited to a blink-and-you'll-miss-it cameo. Volkswagen has also released a 30-second co-branded spot that "Zootopifies” its ID models to match the film's style. The ad runs in cinemas, on TV and across social channels worldwide in the run-up to opening weekend. It features Gazelle's new song "Zoo,” tying the promo to one of the film's headline tracks.
Christine Wolburg, Volkswagen's chief brand officer, said the studio link-up is about using storytelling to reach people who might not normally have the brand on their radar. She added that the themes in Zootopia 2 about challenging assumptions fit the company's current messaging.
The car maker has form here: it has worked with Disney before, including on the Star Wars series "Obi-Wan Kenobi” and with Marvel Studios on "Ant-Man and The Wasp: Quantumania” during the ID. Buzz launch.
Campaign activity will vary by market. In Germany, Volkswagen says the film tie-in will sit alongside retail offers promoted by the brand, including for the Golf, ID.7 Tourer and T-Cross. No Ireland-specific activity is named in the announcement, but the on-screen placements and global ad will be visible here as the studio rolls out its marketing.
Zootopia 2 brings back Judy Hopps and Nick Wilde as they chase a new case across the animal city, with a voice cast that includes Ginnifer Goodwin, Jason Bateman and Shakira, who returns as Gazelle.
As ever with brand placements, the real test is whether the gags land without pulling viewers out of the story. We'll see how "Wolfswagen” plays when the film opens late next month.