The all-new 2022 Hyundai TUCSON will show its versatile capabilities and futuristic design in the upcoming Sony Pictures film “Uncharted”. In addition to TUCSON "Beast", popular production models, such as the all-new 2022 Hyundai TUCSON, Genesis G90, Genesis G80 and Genesis GV80, make appearances in the film, which premiered on February 11th in the UK.
Thomas Schemera, Executive Vice President, Global Chief Marketing Office and Head of Customer Experience Division of Hyundai Motor Company said:
"The all-new TUCSON is a highly capable SUV that is up for the challenge of a treasure-hunting adventure. ‘Uncharted’ is a property with millions of fans around the world and we are excited to showcase the capabilities and technologies of our vehicles in ways that are creative and fitting to the Sony Pictures film. Our recent collaboration with ‘Spider-Man: No Way Home’ was a tremendous success in promoting the IONIQ 5 and TUCSON, and we look forward to building on that momentum with ‘Uncharted’."
Sony Pictures' action-adventure movie 'Uncharted' is based on the popular PlayStation video game, developed by Naughty Dog. Tom Holland plays protagonist Nathan Drake who is recruited by treasure hunter Victor "Sully" Sullivan (Mark Wahlberg) to recover a fortune lost by Ferdinand Magellan 500 years ago. Hyundai Design and Technical Center in Irvine, California and Sony Pictures collaborated on the unique design of the TUCSON "Beast" concept, which features an all-terrain exterior with reinforced bumpers, heavy duty tires, roof rack, external lights, and snorkel.
Jeffery Godsick, EVP of Global Partnerships and Brand Management and Head of Location Based Entertainment as Sony Pictures Entertainment said:
The Hyundai team has created a fun and global campaign that perfectly captures the adventurous tone of ‘Uncharted’ and further reinforces why they make such great partners.
As part of the marketing activities for the partnership, Hyundai Motor has launched a global TV commercial starring Tom Holland. The 60-second commercial "Car Wash" features Holland as Nathan Drake, arriving at a local car wash in his TUCSON:
Hyundai's "Uncharted" campaign stems from the global multi-picture promotional partnership with Sony Pictures in May 2020. It follows the successful partnership wit "Spider-Man: No Way Home," which is one of the top 10 highest grossing global films of all time. Hyundai will be continuing this partnership with "Spider-Man: Across the Spider-Verse (Part One)", the sequel to Academy Award winning animated film "Spider-Man: Into the Spider-Verse", due to premiere in October 2022.