Hyundai Motor and Sony Pictures Team Up for the Third Time with ‘Spider-Man: Across the Spider-Verse’

1 Posted: 1st Jun 2023
Hyundai Motor and Sony Pictures Team Up for the Third Time with ‘Spider-Man: Across the Spider-Verse’

Hyundai Motor Company and Sony Pictures are joining forces again this summer on “Spider-Man: Across the Spider-Verse.” The animated movie features a flying version of the company’s Prophecy concept EV model and its future mobility vision. An aligned global marketing campaign spotlights Hyundai’s acclaimed IONIQ all-electric vehicles.

  • The collaboration stems from a global promotional partnership that Hyundai Motor inked with Sony Pictures in 2020 to showcase the company’s human-centered mobility vision via product and technological 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: Across the Spider-Verse” is the sequel to the Academy Award®-winning animated film, “Spider-Man: Into the Spider-Verse” (2018).

    In the new movie, which opens in cinemas worldwide starting in June, audiences will see the ‘Flying Prophecy,’ a version of the real-world concept car that inspired the design of IONIQ 6, the ‘Electrified Streamliner’ that recently won three World Car of the Year honors and a ‘Gold’ iF Design Award.

  • The movie also features several of Hyundai Motor’s future mobility concepts for revitalizing cities, including advanced air mobility (AAM), a new form of mobility utilizing air space to reduce transit time; purpose-built vehicles (PBV), an eco-friendly urban mobility device to accommodate diverse lifestyles; and Hub, a space for mobility transfer and community activities. The movie also features a fictional self-driving robotaxi based on the Hyundai Pony, Hyundai Motor’s first-ever proprietary model. All are shown in the context of “Nueva York,” a city in the Spider-Verse in the year 2099.

    Hyundai Motor and Sony Pictures are also collaborating on a multi-dimensional global marketing campaign rolling out between May and July. The campaign includes an animated TV commercial that features Spider-Man, IONIQ 6 and IONIQ 5, and utilizes a new song produced by Metro Boomin. In addition, there is Spider-Verse-themed social media content, a behind-the-scenes film about Hyundai’s future mobility concepts that incorporates Hyundai and Sony’s collaborative history on the movie production process, and an offline promotional exhibition.

  • "Through our partnership, we aim to present our future mobility vision with entertainment content that younger generations love. This campaign will be welcomed by customers and we hope to build a positive momentum for the Hyundai brand."

    Sungwon Jee Senior Vice President and Global Chief Marketing Officer at Hyundai Motor Company

    "During our long-standing relationship with Hyundai, their team continues to create impressive campaigns that capture the very essence of the brand. Utilizing music from the film’s soundtrack, Hyundai has created a stylish and cutting-edge marketing campaign that perfectly aligns their innovative products with one of the most iconic superhero characters."

    Jeffrey Godsick Global Partnerships & Brand Management and Head of Location Based Entertainment, Sony Pictures Entertainment


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