Hyundai and Sony partner anew with 'Spider-Man: Across the Spider-Verse’

MANILA: Hyundai Motor Company and Sony Pictures are collaborating once more — as the animated movie "Spider-Man: Across the Spider-Verse" includes a flying version of the company's Prophecy concept EV model and its future mobility vision. The Hyundai Ioniq all-electric cars are also highlighted in a coordinated international marketing effort.

The project results from a global promotional alliance Hyundai Motor signed with Sony Pictures in 2020 to highlight the business's ambition for human-centered mobility through technical advancements. The Ioniq 5 dedicated EV and Tucson SUV were featured in the previous installments of "Spider-Man: No Way Home" (2021) and "Uncharted" (2022), which also featured the Tucson Beast concept SUV and several production vehicles. The follow-up to the Academy Award-winning animated feature "Spider-Man: Into the Spider-Verse" (2018) is titled "Spider-Man: Across the Spider-Verse."

In addition, Sony Pictures and Hyundai Motor are working together on a multifaceted global marketing campaign that will launch between May and July. A new song written and performed by Metro Boomin is used in an animated TV commercial for the campaign that also involves Spider-Man, the Ioniq 5 and 6, and Spider-Man.

Likewise, there is Spider-Verse-related social media content, a behind-the-scenes film showcasing Hyundai's future mobility concepts that combines Hyundai and Sony's collaborative history on the movie development process, and a physical promotional display.

“Through our partnership, we aim to present our future mobility vision with entertainment content that younger generations love,” Senior Vice President and Global Chief Marketing Officer at Hyundai Motor Company Sungwon Jee said. “This campaign will be welcomed by customers and we hope to build a positive momentum for the Hyundai brand.”

Images from Hyundai

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