Hyundai Motor Company and Sony Pictures have announced their renewed partnership for the highly anticipated film “Spider-Man: Across the Spider-Verse.” This collaboration builds on their successful global promotional alliance established in 2020, showcasing Hyundai’s human-centered mobility vision through innovative products and technologies. Previous collaborations between the two companies included “Spider-Man: No Way Home” in 2021 and “Uncharted” in 2022.
Set to hit cinemas worldwide in June, “Spider-Man: Across the Spider-Verse” will feature Hyundai’s Prophecy concept EV model, now transformed into a flying vehicle known as the ‘Flying Prophecy.’ This visionary concept car served as the inspiration for Hyundai’s IONIQ 6.
Furthermore, the movie will showcase Hyundai Motor’s future mobility concepts aimed at revitalizing cities, including advanced air mobility (AAM), purpose-built vehicles (PBV), and the Hub, a multifunctional space for mobility transfer and community activities. A fictional self-driving robotaxi based on Hyundai’s historic Pony model will also make an appearance. All these elements will be depicted in the futuristic city of “Nueva York” set in the year 2099.
In addition to the movie itself, Hyundai Motor and Sony Pictures are collaborating on an extensive global marketing campaign, which will be rolled out between May and July. The campaign will feature an animated TV commercial starring Spider-Man, the IONIQ 6, and the IONIQ 5. It will also incorporate a new song produced by Metro Boomin. Fans can expect Spider-Verse-themed social media content, a behind-the-scenes film exploring Hyundai’s future mobility concepts, and an offline promotional exhibition.
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Sungwon Jee, Senior Vice President and Global Chief Marketing Officer at Hyundai Motor Company, expressed their aim to present their future mobility vision through entertainment content that resonates with younger generations. They believe that this campaign will be well-received by customers and contribute to building a positive momentum for the Hyundai brand.
Jeffrey Godsick, EVP, Global Partnerships & Brand Management and Head of Location Based Entertainment at Sony Pictures Entertainment, praised Hyundai’s impressive campaigns, stating that they capture the essence of the brand. He commended Hyundai for skillfully aligning their innovative products with the iconic superhero character of Spider-Man, using music from the film’s soundtrack to create a stylish and cutting-edge marketing campaign.
The collaboration between Hyundai Motor Company and Sony Pictures promises to deliver an exciting cinematic experience and a compelling marketing campaign that showcases Hyundai’s future mobility vision in a captivating way.
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