MANILA: The 2022 Hyundai Tucson will showcase its versatility and futuristic looks in upcoming Sony Pictures film Unexplored as a custom “Beast” concept prototype.
KEY POINTS TO REMEMBER
When will ‘Uncharted’ hit theaters?
“Uncharted” will premiere on February 11 in the UK and February 23 in the Philippines.
Apart from “Uncharted”, what other films are part of the Hyundai Motor-Sony Pictures strategic partnership?
Hyundai Motor has also teamed up with “Spider-Man: No Way Home,” which is currently playing in theaters. The brand will also be featured in the upcoming “Spider-Man: Across the Spider-Verse (Part One)” movie.
Along with the “Beast” Tucson, the 2022 Hyundai Tucson, Genesis G90, Genesis G80 and Genesis GV80 also appear in the film, which will premiere February 11 in the UK and February 23 in the Philippines.
In a statement, Executive Vice President, Chief Global Marketing Officer and Head of Customer Experience Division of Hyundai Motor Company, Thomas Schemera, said: “The all-new Tucson is a high-performance SUV that is ready to take on the challenge of a treasure hunt adventure. Unexplored is a property with millions of fans around the world and we are excited to showcase the capabilities and technologies of our vehicles in creative ways appropriate for the Sony Pictures film. Our recent collaboration with Spider-Man: No Coming Home has been a huge success promoting the Ioniq 5 and Tucson, and we look forward to building on that momentum with Unexplored.”
The action-adventure film is based on the popular PlayStation video game of the same name from Naughty Dog, Unexplored. In the film, veteran treasure hunter Victor “Sully” Sullivan (played by Mark Wahlberg) hires clever burglar Nathan Drake (played by Tom Holland) to recover the riches Ferdinand Magellan lost 500 years ago. What begins as a simple heist for the duo quickly turns into a race around the world to reach the prize before the ruthless Moncada (played by Antonio Banderas), who believes he and his family are the rightful heirs. Nate and Sully stand a chance of finding $5 billion in treasure and possibly even Nate’s long-lost brother if they can decode the clues and solve one of the world’s oldest mysteries.
The Tucson “Beast” concept was designed by Hyundai Design and Technical Center in conjunction with Sony Pictures. It features a rugged look with reinforced bumpers, tires, and other outdoor-ready accessories that elevate treasure hunting adventure.
“The Hyundai team has created a fun, global campaign that perfectly captures the adventurous tone of Unexplored and further reinforces why they make such great partners,” said Jeffrey Godsick, executive vice president of global partnership and brand management at Sony Pictures Entertainment and head of location-based entertainment.
As part of its marketing efforts for the film, Hyundai Motor produced a global television commercial featuring Tom Holland, as well as various digital and on-site promotional events. The 60-second ad titled car wash features Holland’s character, Nathan Drake, as he drives to a local car wash with his Tucson covered in mud and filled with various treasure hunting tools and relics. Nathan rests at the car wash while his car is washed until the Tucson is spotless and ready for his next adventure. A 30-second broadcast version will air on high-profile television programs in global markets through February.
“The capable Tucson is ready for any adventure, and we want to communicate that spirit in this new campaign. We will also be using this movie integration to promote the Tucson XRT trim based on the concept vehicle from the movie and available in the United States. This rugged trim offers distinct exterior styling attributes, including exclusive XRT wheels and special dark exterior elements,” said Angela Zepeda, Marketing Director of Hyundai Motor America.
Hyundai Motors Unexplored The campaign is part of a multi-image global promotional partnership with Sony Pictures signed in May 2020 to showcase the company’s vision of human-centric mobility through technology and product advancements. It follows Hyundai’s successful partnership with Spider-Man: No Coming Homewhich is currently playing in theaters and is one of the top 10 highest-grossing global films of all time.
Hyundai will also be featured in Spider-Man: Through the Spider-Verse (Part One)sequel to the Oscar-winning animated film Spider-Man: Into the Spider-Verse.
Watch the car wash commercial here.
Photos of Hyundai Motor Company
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