Tuesday, April 23

Hyundai’s Unique Relationship with Marvel Returns with the Ioniq 5

Product placement in blockbuster movies is nothing new. But not since the Wilson volleyball has a product featured as prominently as the Hyundai Ioniq 5 and Tucson in Marvel Feature Film ”Spider-Man: No Way Home.”

Of course, it’s not Hyundai’s first trip into the Marvel universe. This marks the latest chapter in a long-standing relationship between the automaker and the studio.

” The Only Way Home” is in an Ioniq 5 for Marvel

Sony Pictures and Hyundai Motor Company released a commercial ahead of the December 17 theatrical release of “Spider-Man: No Way Home.” In the 90-second spot, titled “The Only Way Home,” we see Peter Parker (played by Tom Holland) reacting to having his (and his web-slinging alter ego’s) reputation smeared on the news. Rather than hole up in a seedy motel, Parker suits up and decides to return home to clear his good name.

Unfortunately for our hero, he finds himself in the flatlands, with nary a building or tree to swing from, so he starts hitchhiking. As the web-slinger quietly sings the “Spider-Man” theme to himself while walking along the highway shoulder, an Ioniq 5 pulls up. The window slides down, and our hero recognizes his best friend, Ned Leeds (played by Jacob Batalon).

“Hey, man! How did you find me?” a surprised Spidey asks.

“My Ned-Sense,” his friend answered wryly.

The two then start off for New York. Coincidentally, it’s 300 miles away, which is the range of the Ioniq 5 on a full charge.

The spot features some of the all-electric SUV’s advanced infotainment and navigation features as Peter and Ned interact with the touchscreen.

The Tucson is Also Ready for Its Close-Up in a Marvel Film

The all-new Hyundai Tucson will also appear in the latest Spider-Man film. A 30-second television spot is planned, showing scenes in the upcoming film featuring the Tucson and Holland.

The Comic-Con Kona Debut

The Ioniq 5 and Tucson are the latest to feature in the Marvel Cinematic Universe, but they aren’t the first. MCU fans may remember the Hyundai Kona Iron Man edition. Introduced at the San Diego Comic-Con, the limited-edition SUV was tricked out from roof racks to wheels celebrating Tony Stark, and his Avenger alter ego. With Stark Industries decals and the Iron Man mask adorning the roof, this 2019 Kona became an instant collector’s item.


A Multi-Picture Promotional Partnership

This campaign is part of a global five-picture promotional partnership between the Korean automaker and Sony Pictures signed in May 2020. According to Hyundai, the purpose of the partnership is to demonstrate Hyundai’s “human-centered mobility vision via product and technological innovations.”

A ‘Cutting-Edge’ Campaign For Marvel

“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,’” said Jeffrey Godsick, Sony Pictures Entertainment’s EVP of Global Partnerships and Brand Management and Head of Location Based Entertainment.

In addition to prominent product placement in “Spider-Man: No Way Home,” Hyundai is offering fans on social media the opportunity to collect a “Hyundai IONIQ 5 x Spider-Man: No Way Home” special edition poster and digital wallpapers.


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