YouTube and Enterprise have entered a co-marketing partnership timed to the premiere of the new season of Cobra Kai, the series based on the Karate Kid franchise. The partnership includes ads for Enterprise that promote the new season with Ralph Macchio and William Zabka, digital media buys promoting Enterprise and Cobra Kai, as well as an in-show integration.
The ad plays up the two stars’ iconic rivalry. They arrive at an Enterprise dealership at the same time and exchange a few friendly jabs. “Give him one with a tape deck – no way he will figure out Bluetooth,” zings Macchio, while Zabka prods back with “Make sure there’s a booster seat.''
The Enterprise employee informs them there are now countless vehicles they can rent, buy or share. They check out a few options only to select nearly identical Corvettes (one red and one black). Macchio hangs a Bonsai tree air freshener in his car, while Zabka hangs a pair of black cobra dice on his. Now side by side, Billy says he will see Ralph on set, where Ralph replies, “Not if I get there first,'' before they race out of the frame and Cobra Kai messaging appears.