He is green, big, extremely strong and runs through some of the most famous landmarks of Sao Paulo to save the city from a major catastrophe. The Hulk, one of Marvel’s most famous characters, is selected for the first time in Latin America for a commercial.
Created by Brazilian agency NEOGAMA for the release of the Renault KWID, the superhero stars the release campaign for the SUV of compacts, that lands in the Brazilian market on August.
The script for the commercial was widely discussed between NEOGAMA, Renault and Marvel, in a joint work that took more than four months to be done. In the film, set in Sao Paulo, the Hulk and the KWID star in an action script, passing by places like Minhocao, Paulista Avenue and an epic climb in the Altino Arantes building – Banespa. In the way, the new car is placed in situations that highlight some of its features, like sturdiness, higher ride height and design and other characteristics of an SUV.
To transform the fantastic realism in a feeling that the hero is indeed at the streets of Sao Paulo, the film gets the post production (3D) from the british Framestore, responsible for the special effects of many blockbuster movies, like Avatar, Harry Potter and Avengers: The Age of Ultron, among others.
“Renault KWID’s new advertising campaign puts together one of the most emblematic characters of Marvel and our product in a breathtaking action film, wich highlights all the features that classifies the car as the SUV of compact, such as design ride height, safety and interior space”, says Claudio Rawicz, marketing manager of Renault do Brasil.
“We have been doing amazing projects for and with Renault. And their relationship and trust to our ideas have made possible building an automotive communication language different from the competitors. The Kwid’s release, that is a major bet from Renault in Brazil, had to have impact and surprise as the car itself has. The idea to use the Hulk is bold and at the same time relevant,” said Alexandre Gama, CEO and CCO of Neogama.
The release campaign for Renault KWID will be disclosed in open and cable TV, movie theaters, press, digital media and out of home media.
Chief Creative Officer: Alexandre Gama
Creative Director: Fabio Mozeli, Márcio Ribas
Copywriter: Marcelo Carvalho, Rafael Zoehler
Art Director: Gabriel Marcondes, Rommel Vaz
Head of Production: Mariah Bayeux
Agency Producer: Paula Alimonda
Account: Fabio Losso, Rodrigo Moraes
Planner: Albano Neto
Media: Luiz Gini
Production Company: PBA CINEMA
Director: Jonathan Gurvit
Co-director: Santiago Dulce
Film Editor: Rami D’Aguiar
Post Production: Framestore
Sound Design: Satélite Áudio
Marvel Partnerships: Chris Lisciandro, Greg Gustin