Volkswagen has inked an exclusive partnership with ZAG and Mediawan Kids & Family, the two co-producers of Miraculous: Ladybug & Cat Noir, The Movie for the upcoming animated superhero family movie.
Volkswagen is giving an even stronger emotional charge to its brand that lends further momentum to its global e-strategy.
Volkswagen Chief Marketing Officer Nelly Kennedy said: “E-mobility is cool, and it is exciting. This is a perfect match with the characters and the story. We are thrilled that the movie’s beloved characters will experience their adventures with different fully electric cars of our Volkswagen ID. family.”
Miraculous: Ladybug & Cat Noir, The Movie will launch on Netflix on July 28th, and in select countries theatrically this summer. The “Miraculous” TV series, currently in its fifth season, has become a global family pop culture phenomenon in more than 130 countries, often scoring #1 rankings, and the brand has more than 35 billion views on YouTube.
In this superhero blockbuster, fully electric vehicles are integrated in a meaningful way into the storyline. The cars of the ID. family have been redesigned to fit the look and feel of the movie in close collaboration with the designers of the movie animation, and Volkswagen and the respective Marketing teams of Gilbert Heise and Salim Yueksel. Two city cars with a futuristic look will be attributed to the main heroes: Cat Noir with the ID.4; and Ladybug —a modern character who stands for female empowerment—with a concept car electric Beetle. The luxury ID. Vizzion will be associated to the successful stylist Gabriel Agreste; and the iconic Volkswagen ID. Buzz will be Tom’s bakery delivery vehicle.
Volkswagen has taken the lead in the transformation toward electric mobility and has prepared the way for this as early as 2016 with a clear commitment to the Paris climate goals. The company plans to become climate-neutral by 2050. Volkswagen will be launching ten new all electric models through 2026 including the already presented ID.3iii, ID.7iv and ID. Buzz.
Having the animated action heroes utilizing electric mobility in the movie is fully in line with both the Miraculous universe values of ecology and sustainability, and with Volkswagen’s “Way to zero.” Nelly Kennedy added: “This collaboration will strongly support our efforts to emotionalize the brand and our ID. family even more. It offers Volkswagen the opportunity to introduce the ID. family in a very likeable way to a broad family audience.”
“From the very beginning of the incredible adventure of the film, the collaboration with Volkswagen appeared to us as a natural fit. Our two brands have many values in common. Transmitting the values of a better world is also our responsibility as producers,” stated Aton Soumache and Emmanuel Jacomet, producers of the film.
“With my creative team, I had a lot of fun adapting the iconic vehicles of the Volkswagen brand to the world of Miraculous and to integrate them seamlessly into the film and the Parisian settings. Ladybug and Cat Noir represent the new generation, and the vehicles in the film embody that modernity. For me, it is crucial to convey an essential message: taking care of our environment to live in a better world tomorrow,” adds Jeremy Zag, director, composer, and producer of the movie.
Volkswagen is synonymous with being tongue-in-cheek and using humor in its consumer communication. At the same time, advertising, and marketing as well as customer behavior are changing rapidly. The current collaboration is an important element of the realignment of the brand and marketing activities and the latest in several similar partnerships. Volkswagen had successfully launched other joint projects in recent months with Marvel Studios’ Ant-Man and The Wasp: Quantumania, and the Disney+ limited Star Wars series Obi-Wan-Kenobi, Andor and Mandalorian.