Hyundai Motor’s all-new TUCSON goes on an adventure

The all-new 2022 Hyundai TUCSON will show off its versatile capabilities and futuristic design in Sony Pictures’ upcoming film ‘Uncharted’, adding thrill and excitement to the adventure as a custom ‘Beast’ concept prototype.

In addition to the “Beast” TUCSON, popular production models such as the all-new 2022 Hyundai TUCSON, Genesis G90, Genesis G80 and Genesis GV80 make appearances in the film, which is scheduled to premiere on 11 February in the UK and February 18 in the US and other global markets.

“The all-new TUCSON is a high-performance SUV that’s ready for the challenge of a treasure-hunting adventure,” said Thomas Schemera, Executive Vice President, Head of Global Marketing and Head of Customer Experience Division, Hyundai. Motor Company. Uncharted” is a property with millions of fans around the world, and we’re thrilled to showcase our vehicles’ capabilities and technologies in creative ways appropriate for the Sony Pictures film. Our recent collaboration with “Spider-Man: No. Way Home” has been a huge success in promoting the IONIQ 5 and TUCSON, and we look forward to continuing that momentum with “Uncharted.”

Sony Pictures’ action-adventure film is based on the acclaimed PlayStation video game of the same title, “Uncharted,” by Naughty Dog. In the film, Nathan Drake (Tom Holland), a quick-witted thief, is recruited by seasoned treasure hunter Victor “Sully” Sullivan (Mark Wahlberg) to recover a fortune lost by Ferdinand Magellan 500 years ago. What starts out as a simple heist for the duo turns into a frantic race around the globe to reach the prize before the ruthless Moncada (Antonio Banderas), who believes he and his family are the rightful heirs. If Nate and Sully manage to decipher the clues and solve one of the world’s oldest mysteries, they have the chance to find $5 billion in treasure and possibly even Nate’s long-lost brother, but only if they learn to work together.

Hyundai Design and Technical Center in Irvine, Calif., and Sony Pictures collaborated on the design of the TUCSON “Beast” concept, which features a rugged exterior with fortified bumpers, tires and other accessories ready to be used in the open. air that exalt the treasure hunt getaway.

The Hyundai team has created a global and fun campaign that perfectly captures the adventurous tone of ‘Uncharted’ and reinforces why they make great partners,” said Jeffrey Godsick, executive vice president of global partnerships and of Brand Management and Head of Location-Based Entertainment at Sony Pictures Entertainment.

As part of its marketing activities for the film, Hyundai Motor launched a global TV spot starring Tom Holland and various digital and on-site promotional activities. The 60-second spot, titled “Car Wash,” features Tom Holland as Nathan Drake, who arrives at a local car wash with his TUCSON covered in mud and filled with various tools and treasure hunt items.

While his car is being washed, Nathan relaxes at the car wash until the TUCSON is clean and ready for his next adventure. A 30-second version will air on high-profile television programs in the United States, Europe, Korea, and other global markets through February 2022.

Hyundai Motor’s “Uncharted” campaign stems from the company’s multi-image global promotional partnership with Sony Pictures in May 2020 to showcase its vision of human-centric mobility through technology and product innovations. . It follows Hyundai Motor’s successful partnership with “Spider-Man: No Way Home”, one of the top 10 highest-grossing global films of all time, which is currently playing in theaters.

Next, Hyundai Motor will be featured in “Spider-Man™: Across the Spider-Verse (Part One)”, the sequel to the critically acclaimed Academy Award®-winning animated film, “Spider-Man: Into the Spider-Verse”, which is scheduled to premiere in October 2022.

Published on 08/02/2022 09:22:34



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