New Hyundai cars will appear in the superhero movie "Spider-Man: No Way Home".
South Korean automaker Hyundai announced the appearance of two new models at once - the fourth-generation Tucson crossover and the Ioniq 5 electric car - in the superhero film Spider-Man: No Way Home.
The appearance of cars in the picture is part of an agreement with Sony Pictures Entertainment. At the same time, Hyundai released a 1.5-minute "The Only Way Home" commercial starring Tom Holland as Spider-Man and Jacob Batalon driving the new Ioniq 5 electric car.
Experts believe that positioning cars like the Ioniq 5 closer to pop culture could help Hyundai spark interest in electric vehicles among environmentally conscious young consumers.
A 30-second snippet from the new commercial will be broadcast on TV in Russia, the US, China and Europe until January 2022. A separate video will contain key scenes from the new Spider-Man: No Way Home movie featuring Holland and the Tucson.
Hyundai entered into a cooperation agreement with Sony Pictures back in the spring of 2020. The campaign, which includes electric vehicles, is supposed to show viewers a “human-centered mobility concept”. In the future, Hyundai electric cars will appear in the video adaptation of the game “Uncharted”, as well as in the sequel to Spider-Man, which will be released in October 2022.
The South Korean auto giant also has an active deal in its portfolio with Disney (operated by Marvel Studios), which has a licensing agreement with Sony Pictures to use the Spider-Man character. In accordance with the agreement, an advertising campaign was also carried out for the new 2022 Tucson crossover, featuring characters from the films Loki, The Falcon and the Winter Soldier and the TV series WandaVision.
