Hyundai Motor Company and Sony Pictures will join forces again this summer for “Spider-Man: Across the Spider-Verse.” The animated film shows the flying version of the company’s Prophecy concept electric model and its vision for future mobility. A coordinated global marketing campaign focuses on Hyundai’s acclaimed IONIQ all-electric vehicles.
The collaboration stems from a global promotional partnership between Hyundai Motor and Sony Pictures in 2020 to showcase the company’s human-centric mobility vision through product and technology innovations. Previous installments included “Spider-Man: No Way Home” (2021) with the IONIQ 5 dedicated EV and Tucson SUV, and “Uncharted” (2022) with the Tucson Beast concept SUV and various production cars. “Spider-Man: Through the Spider-Verse” is the sequel to the Oscars®-winning animated film, “Spider-Man: Into the Spider-Verse” (2018).
In the new film, which opens in cinemas worldwide from June, audiences can see ‘Flying Prophecy’, a version of the real-life concept car that inspired the design of the IONIQ 6, the ‘Electric Streamline’ that recently won three world awards. Car of the Year honors and a “Gold” iF Design Award.
The film also showcases several of Hyundai Motor’s future mobility concepts for urban revitalization, including Advanced Air Mobility (AAM), a new form of mobility that uses airspace to reduce transit time; purpose-built vehicles (PBVs), an environmentally friendly urban mobility tool for diverse lifestyles; and the Hub, a space for mobility transfer and community activities. The film also features a fictional self-driving robot taxi based on the Hyundai Pony, Hyundai Motor’s first patented model. All are seen in the context of “Nueva York”, a city in the year 2099 in The Spider-Verse.
Hyundai Motor and Sony Pictures are also collaborating on a multi-dimensional global marketing campaign that will run from May to July. The campaign includes a animated TV commercial which features Spider-Man, IONIQ 6 and IONIQ 5 and features a new song by Metro Boomin. Additionally, there will be Spider-Verse-themed social media content, a behind-the-scenes film on Hyundai’s future mobility concepts that includes the history of Hyundai and Sony’s collaboration in the filmmaking process, and an offline promotional exhibition.
“Through our partnership, we aim to present our vision of future mobility with entertaining content that younger generations love,” said Sungwon Jee, vice president and global chief marketing officer of Hyundai Motor Company. “This campaign will be well received by customers and we hope to add positive momentum to the Hyundai brand.”
“During our long-standing relationship with Hyundai, their team continues to create compelling campaigns that capture the essence of the brand. Using the film’s soundtrack, Hyundai has created a stylish and cutting-edge marketing campaign that perfectly aligns its innovative products with one of its most iconic superhero characters,” said Jeffrey Godsick, vice president of global partnerships and brand management and head of Location Based. Entertainment, Sony Pictures Entertainment.