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Hyundai flexes marketing power for Ioniq 6 with new Spider-Man film

Hyundai is further boosting its brand awareness by featuring its Ioniq vehicles and mobility concepts as part of the new Spider-Man: Across the Spider-Verse film.

The new animated film will feature a flying version of Hyundai Motor’s Prophecy concept EV, predecessor of the Ioniq 6 model, along with examples of the company’s future mobility vision.

The co-operation with the film and Sony Pictures will extend to a global marketing campaign in May and July, with animated TV adverts, social media content, behind-the-scenes video and offline exhibition.

Hyundai has been working with Sony Pictures since 2020 and has featured its vehicles and branding in Spider-Man: No Way Home and the action adventure film Uncharted.

The new Across the Spider-Verse film will feature Hyundai advanced air mobility (AAM), purpose-built vehicles (PBV), an eco-friendly urban mobility device to accommodate diverse lifestyles; and Hub, a space for mobility transfer and community activities.

The movie also features a fictional self-driving robotaxi based on the Hyundai Pony, Hyundai Motor’s first-ever proprietary model. All are shown in the context of “Nueva York,” a city in the Spider-Verse in the year 2099.

Sungwon Jee, senior vice president and global chief marketing officer at Hyundai Motor, said: “Through our partnership, we aim to present our future mobility vision with entertainment content that younger generations love.

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

Tom Seymour

Freelance writer for AM, Tom Seymour has been a specialist B2B journalist covering the automotive sector for over 14 years. He started his freelance career in 2015 and currently writes for a variety of automotive, business and technology publications.

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