Spot the Hyundais in Spider-Man: Across the Spider-Verse in theaters this June

Hyundai Motor Company and Sony Pictures have partnered once again for the upcoming animated film "Spider-Man: Across the Spider-Verse." This collaboration will showcase Hyundai's advanced technologies and futuristic designs alongside Sony Pictures' Spider-Man franchise.

In the film, Hyundai's Prophecy concept electric vehicle (EV) will be featured as a flying version, serving as a representation of Hyundai's vision for future mobility. The movie will also highlight Hyundai's IONIQ all-electric vehicles, including the IONIQ 5 and Tucson SUV, as part of a global marketing campaign.

The collaboration between Hyundai and Sony Pictures began in 2020, with previous installments featuring Hyundai's IONIQ 5 and Tucson SUV in "Spider-Man: No Way Home" and the Tucson Beast concept SUV in "Uncharted."

In "Spider-Man: Across the Spider-Verse," audiences will witness the "Flying Prophecy," a version of Hyundai's real-world concept car that inspired the design of the IONIQ 6. The film will also showcase Hyundai Motor's future mobility concepts, such as advanced air mobility (AAM), purpose-built vehicles (PBV), and Hub—a space for mobility transfer and community activities. The movie will even include a fictional self-driving robotaxi based on Hyundai's historic Pony model.

To support the movie release, Hyundai and Sony Pictures have developed a global marketing campaign, including an animated TV commercial featuring Spider-Man, IONIQ 6, and IONIQ 5, social media content, a behind-the-scenes film, and an offline promotional exhibition.

Sungwon Jee, Senior Vice President, and Global Chief Marketing Officer at Hyundai Motor Company, expressed excitement about presenting their future mobility vision through entertainment content that resonates with younger generations. Jee hopes the campaign will generate positive momentum for the Hyundai brand.

Jeffrey Godsick, EVP, of Global Partnerships & Brand Management at Sony Pictures Entertainment, praised Hyundai's ability to capture the essence of its brand through creative campaigns. He emphasized the alignment of Hyundai's innovative products with one of the most iconic superhero characters.