Ralph Macchio and William Zabka have aged since the original Karate Kid, but the two actors remain competitive in a promo for the second season of the show Cobra Kai, where they try to one-up each other with rental cars from Enterprise.
YouTube and Enterprise entered a co-marketing partnership timed to the premiere of the new season of the series based on the Karate Kid franchise. The partnership includes ads for Enterprise that promote the new season with Macchio and 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.
“Having the right vehicle can make a big difference in people’s lives and we want customers to know that whichever dojo they support, Enterprise is in their corner for all of their transportation needs,” said Frank Thurman, vice-president of marketing at Enterprise. “The Cobra Kai partnership is a natural and humorous way for us to share that message and connect with customers in a new way.”
Marc Weinhouse, head of brand partnerships for YouTube Originals, added: “The creative marketing campaign for season two will shine a light on the main characters’ difference of perspective, allowing both Daniel and Johnny to be the heroes and allowing the audience to identify with whichever dojo/story feels right to them. The Enterprise co-branded media brings that duality to life, with characters expressing their unique points of view but coming together thanks to Enterprise.”
The in-show integration was a natural extension to the world of the show. In the series, Daniel Larusso (Ralph Macchio) is the proud owner of Larusso Auto Group, a successful car dealership in San Bernardino county. In episode 205, the series will showcase the Exotic Car Collection by Enterprise location within the dealership. This integration is timely and builds on the brand’s ‘Rent Buy Share’ ad campaign, highlighting Enterprise’s range of transportation offerings.
In addition to the online digital campaign, Enterprise will amplify the partnership by creating co-branded assets that will appear in their branch locations, including posters, counter mats, vehicle hang tags and on airport kiosks, as well as on Enterprise.com.