A flying Hyundai Prophecy concept will be showcased, alongside a number of other Hyundai concepts.
A marketing campaign for the IONIQ 5 and IONIQ 6 electric vehicles will also feature some of Sony’s intellectual property.
This will be the third time both companies have collaborated on movies and ad campaigns.
Hyundai and Sony Pictures have renewed their partnership which will see both companies collaborating ahead of the release of “Spider-Man: Across the Spider-Verse” in June.
As part of the deal, Hyundai concept vehicles will be prominently featured in the animated movie and Spider-Man will be seen in commercials for the IONIQ 5 and IONIQ 6 electric vehicles.
Since the movie is set in 2099 in a fictional city called “Nueva York”, Hyundai will use it to showcase its vision for the future in terms of urban mobility.
To do so, a flying version of the Prophecy concept which inspired the IONIQ 6 sedan will make an appearance on screen along with many other Hyundai concepts such as Purpose-Built Vehicles (PBV), Advanced Air Mobility (AAM), and Hub, a space that will serve for mobility transfer and community activities.
In addition, a fictional robotaxi that was inspired by the Pony, the company’s first-ever standalone model, will be seen roaming the streets of the futuristic city.
The ad campaign which will be rolled out between May and July will include a TV commercial that features Spider-Man, the IONIQ range of EVs, and a new song from Metro Boomin. Spider-Man-themed social media content and a behind-the-scenes documentary about the automaker’s concepts will also be produced.
This is not the first time Hyundai and Sony Pictures have collaborated since the Korean automaker’s products have been featured in the company’s movies twice already.
Indeed, “Spider-Man: No Way Home” (2021) showcased the IONIQ 5 and the Tucson while “Unchartered” (2022) had the Tucson Beast Concept alongside numerous Hyundai production models.
With this product placement and marketing campaign, Hyundai wants to introduce its vision for the future of mobility to younger audiences by incorporating it into a cinematic universe they know well.
