Entertainment

Electrify the Spider-Verse

4 minute read

Following the “Spider-Man: No Way Home” (2021) and “Uncharted” (2022) partnership campaigns, Hyundai hopes to delight customers with the latest Hyundai entertainment-partnership production, “Spider-Man: Across the Spider-Verse” (2023). Through partnership campaigns, we present our electrification and future mobility vision via entertainment content that is loved by everyone. A Hyundai entertainment partnership is not just about gaining brand or product exposure, it’s about making our customers happy.

We connect with our customers wherever their interests may lie, and if that's on the screen with iconic superhero characters like Spider-man, then that's where we go. We truly believe that the entertainment platform, which can utilize stories and characters loved by everyone, is optimized platform to deliver our mobility vision easily and without resistance. In particular, the collaboration of the best content such as Spider-Man must be an opportunity to deliver brand messages to our customers and give them the best moment of ‘joy'.

The latest film is the result of a close collaboration between Sony Pictures animators and Hyundai Motor’s Marketing and Design departments. Spider-Man: Across the Spider-Verse embodies elements of Hyundai Motor’s vision, such as the Flying Prophecy—based on an IONIQ 6 concept model—and future mobility concepts (Advanced Air Mobility [AAM], purpose-built vehicles [PBV], and Hub—the space for mobility transfer and community activities [HUB]), with the year 2099 as its backdrop. Read on to discover fun behind-the-scenes facts.

Scene of the IONIQ 6 custom animation commercial: Closeup view from passenger-side headlights of the Hyundai IONIQ 6 driving along city streets.

Miles(Spider-Man) and Gwen(Spider-Gwen) hanging upside down looking out at the city’s sunset panorama.

Why Spider-Man?

There are many superheroes, but there is no superhero like Spider-Man. We believe Spider-Man is the most beloved superhero character, and we think that’s because he is likely the most humane and relatable superhero of all the comic universes—he is neither a billionaire nor a super soldier nor a global spy, but simply a “somewhat” gifted student.

Spider-Man has this amazing power that clearly not everyone has, but besides that he is just a regular guy—a friendly neighbor and citizen who cares about his family and friends' problems and tries to help them. Because of Hyundai’s humanity-focused company values that ultimately aim to create better lives for humanity, Spider-Man is understandably the most inspiring character for Hyundai Motor.

Scene of the film 'Spider-Man: Across the Spider-Verse': Spider-Man being pulled behind Hyundai’s Flying Prophecy high above the city skyline being chased by Spider-Man 2099 (Miguel O'Hara).

Scene of the film 'Spider-Man: Across the Spider-Verse': Spider-Man crouching on top of the Hyundai Flying Prophecy, while driving through a tunnel and being chased by Spider-Man 2099 (Miguel O'Hara).

A song for the IONIQ 6

Many fans who watched the first Spider-Man animation film will remember the impressive scene in which Miles, our hero character who never lets go of his headphones, is humming Post Malone's "Sun Flower." The song that made that scene stick in our minds was nominated for Record of the Year and Best Pop Duo/Group Performance at the 62nd Annual Grammy Awards. In this latest film, there’s a new song. And this song is dedicated to the IONIQ 6.

“Link up” is a groovy hip-hop song written by Metro Boomin—the hottest producer in today’s hip-hop scene—that features popular rapper Don Toliver and whose repeated hook will certainly get stuck in heads. This song will make every scene with an IONIQ 6 throb with energy. Because the movie’s original soundtrack (OST) conveys more emotion and joy than expected, we produced custom animation advertisements for the IONIQ 6 using major titles from the OST album of Spider-Man: Across the Spider-Verse

Scene of the IONIQ 6 custom animation commercial: Rear-view image of Spider-Man looking down a street after Hyundai's IONIQ 6 with a loud music beat.

Behind the scenes

Since the very early stages of development, we have been communicating closely with Sony Pictures’ animators and are thrilled with the outcomes. There were so many great ideas—resulting in incredible material—that it was impossible to fit all of it in the film or in the advertising campaigns. To give Spider-Man and Hyundai fans an insider’s look at what goes on behind the scenes and what was cut, we have created a video to capture the cut scenes and the process of collaborating on a film with Sony Pictures.

Below is the commentary film consisting of interviews with the Sony animators and the Hyundai marketing and design team. Dive behind the scenes of the Hyundai and Sony Pictures’ partnership and learn more about the meaning of Hyundai entertainment-contents partnerships.

From l-r, Asian woman with long hair(Hyundai Motor's marketing team) and white man with beard(director of making film) and Asian man(Hyundai Motor's designer) standing next to each other looking at a monitor.

Hyundai Motor Company is driven by the pursuit of humanity, ultimately resulting in better lives. If we can entertain while doing so, why not. Keep informed of Hyundai’s entertainment-contents partnerships by follow @hyundai on Instagram.