Volkswagen is cooperating with Disney for the premiere of Zootopia 2: three animated ID.3, ID.4 and ID.7 appear as wolf chariots. Storytelling makes electric cars approachable.
Michael Powers, Editor
Volkswagen is launching a global collaboration with Walt Disney Animation Studios for the release of Zootopia 2. At the center of the campaign is a striking gag with a tongue-in-cheek brand gesture: In the film world, Volkswagen vehicles appear as wolf wagons – a clear reference to Wolfsburg, where the company is based. The play on words fits and seems like a natural fit; exactly the kind of playful touch that makes a major studio partnership seem organic rather than contrived.
According to Volkswagen Japan, three specially animated cars inspired by the electric ID family will be featured in the film – with references to ID.3, ID.4 and the ID.7 Tourer. At the same time, the company is preparing social media spots that showcase the vehicles in a Zootopia look in order to increase anticipation for the premiere and reach new target groups. Short, character-driven clips are likely to be particularly popular with families and casual viewers who otherwise hardly follow e-car news.
For VW, this continues the move towards emotional storytelling around the electric models: the brand has already taken advantage of film partnerships with ID cars (including ID. Buzz) and is once again turning to pop culture as quick access to potentially new customers. For the audience, this creates another level of the tongue-in-cheek Easter eggs that Zootopia likes to use to play with the real world. In this way, electric cars can be told in an approachable way without overloading people with data sheets – the ID family remains present in everyday entertainment.
