WATCH: All-new Hyundai Tucson joins treasure-hunting adventure flick ‘Uncharted’

MANILA: The 2022 Hyundai Tucson will showcase its versatility and futuristic look in the upcoming Sony Pictures film Uncharted as a customized “Beast” concept prototype.

Aside from the Tucson “Beast,” the 2022 Hyundai Tucson, Genesis G90, Genesis G80, and Genesis GV80 also appear in the film, which will premiere on February 11 in the UK and February 23 in the Philippines.

In a statement, Hyundai Motor Company Executive Vice President, Global Chief Marketing Officer, and Customer Experience Division Head Thomas Schemera said, “The all-new Tucson is a highly capable SUV that is up for the challenge of a treasure-hunting adventure. Uncharted is a property with millions of fans around the world and we are excited to showcase the capabilities and technologies of our vehicles in ways that are creative and fitting to the Sony Pictures film. Our recent collaboration with Spider-Man: No Way Home was a tremendous success in promoting the Ioniq 5 and Tucson, and we look forward to building on that momentum with Uncharted.”

The action-adventure film is based on Naughty Dog’s popular PlayStation video game of the same name, Uncharted. In the film, veteran treasure hunter Victor “Sully” Sullivan (played by Mark Wahlberg) hires street-smart burglar Nathan Drake (played by Tom Holland) to recover riches lost by Ferdinand Magellan 500 years ago. What begins as a simple heist for the duo quickly turns it a race around the world to reach the prize before the merciless Moncada (played by Antonio Banderas), who believes he and his family are the rightful heirs. Nate and Sully have a chance to find US$5 billion in treasure and possibly even Nate’s long-lost sibling if they can decode the clues and solve one of the world’s oldest mysteries.

The Tucson “Beast” concept was designed by Hyundai Design and Technical Center in collaboration with Sony Pictures. It features a rugged look with reinforced bumpers, tires, and other outdoor-ready accessories that exhilarate the treasure-hunting adventure.

“The Hyundai team has created a fun and global campaign that perfectly captures the adventurous tone of Uncharted and further reinforces why they make such great partners,” Sony Pictures Entertainment Global Partnership and Brand Management Executive Vice President and Location Based Entertainment Head Jeffrey Godsick stated.

As part of its marketing efforts for the film, Hyundai Motor has produced a global TV commercial starring Tom Holland, as well as various digital and on-site promotional events. The 60-second commercial titled Car Wash features Holland’s character, Nathan Drake, as he comes to a local car wash with his Tucson coated in mud and filled with various treasure-hunting tools and relics. Nathan rests at the car wash while his car is being washed until the Tucson is spotless and ready for its next adventure. A 30-second broadcast version will air as part of high-visibility television programs in global markets until February.

“The capable Tucson is ready for any adventure, and we want to communicate that spirit in this new campaign. We will also be utilizing this film integration to promote the Tucson XRT trim that is based on the concept vehicle from the film and is available in the US. This rugged trim offers distinct exterior styling attributes, including XRT-exclusive wheels and special dark exterior elements,” Hyundai Motor America Chief Marketing Officer Angela Zepeda said.

Hyundai Motor’s Uncharted campaign is part of a global multi-picture promotional partnership with Sony Pictures signed in May 2020 to exhibit the company’s human-centered mobility vision through product and technological advancements. It follows Hyundai’s successful partnership with Spider-Man: No Way Home, which is currently showing in movie theaters and is one of the top 10 highest-grossing global films of all time.

Hyundai will also be featured in Spider-Man: Across the Spider-Verse (Part One), the sequel of the Academy Award-winning animated film Spider-Man: Into the Spider-Verse.

Watch the Car Wash commercial here.

Photos from Hyundai Motor Company

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