The all-new Hyundai IONIQ 5 and all-new Hyundai TUCSON will be appearing in Sony Pictures' big budget Hollywood movie "Spider-Man: No Way Home".

Spiderman will drop on December 15 at local theatres, so Hyundai has started a digital promotional programme of events. A global multi-picture promotional partnership has Hyundai Motor inked with Sony Pictures since May 2020.

"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," said Thomas Schemera, Executive Vice President, Global Chief Marketing Officer and Head of Customer Experience Division of Hyundai Motor Company. "We expect great marketing impact from this collaboration. 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."

"Spider-Man: No Way Home" is the third Spider-Man film created by Sony Pictures and Marvel Studios, starring Tom Holland, who plays the role of high-schooler Peter Parker and his alias, Spider-Man. Its predecessor "Spider-Man: Far From Home" grossed USD 1.131 billion worldwide as the fourth-highest-grossing movie of 2019 and the 25th-highest-grossing movie of all time. 

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ABOVE: Hyundai IONIQ 5 in Spiderman: No Way Home

"Hyundai is synonymous with leading technology and visually innovative design, so it comes as no surprise that they have created a cutting-edge marketing campaign for the IONIQ 5 and the highly anticipated 'Spider-Man: No Way Home' - the foundation of which is customized content made exclusively for this deal. We have no doubt that Spider-Man fans will have a lot of fun with this innovative collaboration," said Jeffrey Godsick, EVP of Global Partnerships and Brand Management and Head of Location Based Entertainment at Sony Pictures Entertainment.

 

Product-placement is nothing new, as it whips up a bit of interest in whatever the product happens to be. To make the most of it, Hyundai Motor will ramp up its marketing by using its intellectual property rights associated with "Spider-Man: No Way Home." Among them is the long-form commercial, "Only Way Home," which is directed by Jon Watts, the director of all three of the most recent Spider-Man films, and features Tom Holland as Spider-Man and his best friend Ned Leeds played by Jacob Batalon.

 

This TV ad campaign sees Spider-Man clearing his name, so comes out of hiding, hitching a 300-mile ride to New York with Ned in the all-electric IONIQ 5. The cross country cruise has the couple winding their way along the highway through open country in the space-aged-looking IONIQ 5, with the usual banter that you get from talking to a complete stranger. A 30-second ad will air as in the US, Europe, China, Russia and other global markets through January 2022.

 

Following "Spider-Man: 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 the critically acclaimed, Academy Award-winning animated film, "Spider-Man: Into the Spider-Verse," due to premiere in October 2022.

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