Hyundai Motor Company and Sony Pictures joined forces this summer for “Spider-Man: Across the Spider-Verse.” It is the sequel to the Academy Award-winning 2018 animated film, “Spider-Man: Into the Spider-Verse."

The animated movie features the automaker’s Prophecy concept EV model and its future mobility vision. An aligned global marketing campaign spotlights Hyundai’s acclaimed IONIQ all-electric vehicles.

The collaboration between Hyundai and Sony stems from a global promotional partnership that the automaker inked with the entertainment brand back in 2020 with its human-centered mobility vision via product and technological innovations.

Hyundai Motor and Sony Pictures are also collaborating on a multi-dimensional global marketing campaign rolling out between May and July. The campaign includes an animated TV commercial that features Spider-Man, the IONIQ 6, and the IONIQ 5 and utilizes a new song produced by Metro Boomin.

Aside from this, other Spider-Verse-themed social media content will be produced with a behind-the-scenes film about Hyundai’s future mobility concepts that incorporate Hyundai and Sony’s collective history on the movie production process and an offline promotional exhibition.

“Through our partnership, we aim to present our future mobility vision with entertainment content that younger generations love,” said Sungwon Jee, Senior Vice President, and Global Chief Marketing Officer at Hyundai Motor Company.

“This campaign will be welcomed by customers, and we hope to build a positive momentum for the Hyundai brand,” he continued. 

“During our long-standing relationship with Hyundai, their team continues to create impressive
campaigns that capture the very essence of the brand. Utilizing music from the film’s soundtrack, Hyundai has created a stylish and cutting-edge marketing campaign that perfectly aligns their innovative products with one of the most iconic superhero characters,” said Jeffrey Godsick, EVP, Global Partnerships, Brand Management and Head of Location Based Entertainment, Sony Pictures Entertainment.

The Hyundai Prophecy in the Spider-Verse

The new Spiderman film is set to open in cinemas worldwide starting in June. Audiences will get to see the ‘Flying Prophecy,’ a version of the real-world concept car that inspired the design of IONIQ 6, the ‘Electrified Streamliner’ that recently won three World Car of the Year honors and a ‘Gold’ iF Design Award.

The movie will also feature other future mobility concepts from Hyundai for revitalizing cities,
including advanced air mobility (AAM), a new form of mobility utilizing air space to reduce transit
time; purpose-built vehicles (PBV), eco-friendly urban mobility devices to accommodate diverse lifestyles; and Hub, a space for mobility transfer and community activities.

The film will also showcase the self-driving robotaxi based on the Hyundai Pony concept, the brand’s first-ever proprietary model. 

Hyundai vehicles in movies

Vehicles from the South Korean automaker have already been featured in other Spiderman movies, such as the Hyundai IONIQ 5 in “Spider-Man: No Way Home” (2021). The South Korean automaker is no stranger to movies, as its Tucson Beast concept SUV was also featured in “Uncharted” (2022) along with the brand's other production models.

What do you think about the Hyundai-Sony movie partnership to showcase the future of mobility? 

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