The all-new 2022 Hyundai Tucson will feature in the upcoming Sony Pictures film “Uncharted” in a modified 'Beast' avatar. Besides the SUV, various other Hyundai cars like Genesis G90, Genesis G80 and Genesis GV80 will also make appearances in the film, which is set to premiere on Feb. 11 in the U.K. and Feb. 18 in the U.S. and other global markets. The South-Korean brand has also launched a 60-second global TV commercial 'Car Wash' starring Tom Holland along with a variety of digital and on-site promotional activities.
“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 the Uncharted,” said Thomas Schemera, Executive Vice President, Global Chief Marketing Officer and Head of Customer Experience Division of Hyundai Motor Company. Uncharted is the second film from the Hyundai Motor-Sony Pictures strategic partnership, following the record-breaking ‘Spider-Man™: No Way Home’.
Hyundai Design and Technical Center in Irvine, California and Sony Pictures collaborated on the design of the Tucson 'Beast' concept, which features a rugged exterior with fortified bumpers, tires and other outdoor-ready accoutrements. Speaking of the 'Car Wash' commercial, it features Tom Holland as Nathan Drake, who arrives at a local car wash with his Tucson SUV covered in mud and filled with various treasure-hunting tools and artifacts. While his car is being washed, Nathan relaxes at the car wash until it is clean and ready for its next adventure. Next up, Hyundai cars will be seen 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,” due to premiere in October 2022.
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