Hyundai campaigns for Ioniq 5 and Tucson in 'Spider-Man: No Way Home' flick

MANILA: The all-new Hyundai Ioniq 5 and all-new Hyundai Tucson will make their Hollywood debut in Sony Pictures’ upcoming film Spider-Man: No Way Home.

Spider-Man: No Way Home is the first film from the Hyundai-Sony strategic partnership, with additional marketing schemes to support future films in 2022. No Way Home is scheduled to premiere in US theaters December 17. 

“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,” Hyundai Executive Vice President, Global Chief Marketing Officer, and Head of Customer Experience Division of Thomas Schemera said. 

“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,” Schemera added. 

Spider-Man: No Way Home is the third Spider-Man film created by Sony Pictures and Marvel Studios. Its predecessor Spider-Man: Far From Home grossed US$1.131 billion worldwide as the fourth-highest-grossing movie of 2019, and the 25th-highest-grossing movie of all time.

In addition to the product-placement scheme, Hyundai will pursue marketing activities for the movie. Among them is the long-form commercial, Only Way Home, which features Tom Holland as Spider-Man and his best friend Ned Leeds played by Jacob Batalon.

In this TV spot, Spider-Man is bent on clearing his name and comes out of hiding, hitching a to New York with Ned in the Ioniq 5. The two characters cruise their way through an open country inside the EV and exchanging banter along the way. 

“Advanced technology empowers the extraordinary and that’s why we think Ioniq 5 is a great fit for the latest Spider-Man movie,” Hyundai Chief Marketing Officer Angela Zepeda said. 

In addition, Hyundai has also created a 30-second spot featuring the all-new Tucson compact SUV. This commercial shows key scenes from the film. 

On social media, Hyundai will offer fans the opportunity to obtain 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 contents will also be available online.

Following No Way Home, the company will organize diverse marketing initiatives related to the upcoming films: Uncharted, due to premiere in February 2022, and the sequel to Spider-Man: Into the Spider-Verse, due to premiere in October 2022.

Photos from Hyundai

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