Hyundai’s Ioniq 5 EV and Tucson SUV are to make their Hollywood debut in the upcoming Marvel film, Spider-Man: No Way Home. Thanks to a strategic partnership between Hyundai and Sony, fans of the franchise won’t just see Dr. Otto Octavius, aka Doc Ock, return to the big screen, but also two of Hyundai’s latest offerings.
“The placement of the all-electric Ioniq 5 and all-new Tucson in ‘Spider-Man: No Way Home’ marks the first meaningful milestone in the strategic partnership between Hyundai Motor Company and Sony Pictures Entertainment. We expect great marketing impact from this collaboration. This exciting film and the two vehicles’ inclusion in key moments of the storyline played by the main characters will exhilarate the minds of millions of viewers around the world,” said Hyundai Motor Company Executive Vice President, Global Chief Marketing Officer, and Head of Customer Experience Division Thomas Schemera.
Putting both the Ioniq 5 and the Tucson nameplates in No Way Home shines the spotlight on the models as the previous Spider-Man movie, Far From Home, grossed US$1.131 billion worldwide making it the fourth-highest-grossing movie of 2019 and the 25th-highest-grossing movie of all time.
With potential exposure to a wider audience, there’s a good chance many car buyers will look at driving either an Ioniq 5 or a Tucson on their way home — if you know what we mean.
“Hyundai is synonymous with leading technology and visually innovative design, so it comes as no surprise that they have created a cutting-edge marketing campaign for the Ioniq 5 and the highly anticipated Spider-Man: No Way Home — the foundation of which is customized content made exclusively for this deal. We have no doubt that Spider-Man fans will have a lot of fun with this innovative collaboration,” commented Sony Pictures Entertainment EVP of Global Partnerships and Brand Management and Head of Location-Based Entertainment Jeffrey Godsick.
Hyundai has launched an integrated marketing program that includes a global TV commercial and a variety of digital promotional activities leading up to the film’s theatrical release on December 17.
The long-form TV commercial, Only Way Home, will feature Peter Parker himself Tom Holland and Fil-Am actor Jacob Batalon who plays Ned Leeds, Peter’s bestie. The TV commercial is directed by Jon Watts, the director of all three of the most recent Spider-Man films.
You can check out the Ioniq 5 commercial here.
In addition, Hyundai Motor has also created a 30-second spot featuring the all-new Tucson modern compact SUV. This commercial shows key scenes from the film, including those starring Tucson and Tom Holland.
As part of its digital marketing strategy, Hyundai will offer fans the opportunity to get a “Hyundai Ioniq 5 x Spider-Man: No Way Home” special edition poster as well as customized digital wallpapers. A behind-the-scenes video of the Ioniq 5 commercial and other unique content will also be available online.
Moreover, Hyundai Motors will also put up video boards at Piccadilly Circus in London, as well as via various advertising outlets around the world.
“Advanced technology empowers the extraordinary and that’s why we think Ioniq 5 is a great fit for the latest Spider-Man movie. Our promotional partnerships with characters from the Marvel Cinematic Universe have been highly effective and we think Spider-Man fans around the world will enjoy what we’ve created while learning more about our breakthrough all-electric SUV,” said Hyundai Motor America Chief Marketing Officer, Angela Zepeda.
We’ll see more of Hyundai as the company plans to follow through its diverse marketing strategies in the upcoming Uncharted movie where Tom Holland plays action-pro and deep-sea salvage expert, Nathan Drake.
Likewise, Hyundai will also engage in similar marketing strategies in Spider-Man: Into the Spider-Verse.
Photos from Hyundai
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