Hyundai Motor’s All-New TUCSON Speeds Up Adventure in Sony Pictures’ ‘Uncharted’

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“The brand new TUCSON is a high-performance SUV that’s ready for the challenge of a treasure-hunting adventure,” said Thomas Diagram, Executive Vice President, Global Chief Marketing Officer and Head of Customer Experience Division of Hyundai Motor Company. “‘Uncharted’ is a property with millions of fans around the world and we are 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 TUCSONand we look forward to continuing this momentum with “Uncharted”. “

Sony Pictures’ action-adventure film is based on the popular PlayStation video game of the same title, “Uncharted,” by Naughty Dog. In the movie, smart thief nathan drake (Tom Holland) is recruited by veteran treasure hunter Victor “Sully” Sullivan (Mark Wahlberg) to recover a fortune lost by Ferdinand Magellan 500 years ago. What begins as a heist job for the duo becomes a globetrotting, white-knuckled race to reach the prize before the ruthless Moncada (Antonio Banderas), who believes that he and his family are the rightful heirs. If Nate and Sully can decipher the clues and solve one of the world’s oldest mysteries, they’re ready to find $5 billion treasure and maybe even Nate’s long-lost brother, but only if they can learn to work together.

Hyundai Design and Engineering Center in Irvine, California.and Sony Pictures collaborated on the design of the TUCSON “Beast” concept, which features a rugged exterior with reinforced bumpers, tires and other outdoor-ready features that elevate the treasure hunt getaway.

“Team Hyundai has created a fun, global campaign that perfectly captures the adventurous tone of ‘Uncharted’ and further reinforces why they make such great partners,” said Jeffrey GodsickEVP of Global Partnerships and 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 television commercial featuring Tom Holland and a variety of digital and on-site promotional activities. The 60-second commercial, “Car Wash”, features Holland as nathan drakewho arrives at the local car wash with his TUCSON 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 the TUCSON is clean and ready for his next adventure. A 30-second broadcast version will air on high-profile television programs in the United States, EuropeKorea and other global markets across February 2022.

“The able TUCSON is ready for any adventure, and we want to convey that spirit in this new campaign,” said Angela Zepeda, Marketing Director of Hyundai Motor America. “We will also use this movie integration to promote the TUCSON XRT trim based on the concept vehicle from the film and available in the United States. This rugged trim offers distinct exterior styling attributes, including exclusive XRT wheels and special darkened exterior elements.

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

Next, Hyundai Motor will have an incorporation into “Spider-Man™: Across the Spider-Verse (Part One)”, the sequel to the critically acclaimed and Oscar®-winning animated film, “Spider-Man: Into the Spider -Verse”, due to the first in October 2022.

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About Uncharted
smart thief nathan drake (Tom Holland) is recruited by veteran treasure hunter Victor “Sully” Sullivan (Mark Wahlberg) to recover a fortune lost by Ferdinand Magellan 500 years ago. What begins as a heist job for the duo becomes a globetrotting, white-knuckled race to reach the prize before the ruthless Moncada (Antonio Banderas), who believes that he and his family are the rightful heirs. If Nate and Sully can decipher the clues and solve one of the world’s oldest mysteries, they’re ready to find $5 billion treasure and maybe even Nate’s long-lost brother…but only if they can learn to work together.

Directed by Ruben Fleischer. Scenario of Rafe Lee Judkins and Art Marcum & Matt Holloway. Screen story by Rafe Lee Judkins and Jon Hanley Rosenberg & Mark D. Walker. Based on the PlayStation video game by Naughty Dog. Produced by Charles Rouven, Avi Arad, Alex Gartner and Ari Arad. The executive producers are Ruben Fleischer, Robert J. Dohrmann, David Bernard, Tom Holland, Asad Qizilbash, Carter SwanNeil Druckman, Evan Wells, Art Marcum and Matt Holloway. The film also features Sophie Ali and Tati Gabrielle.

Sony Pictures Entertainment
Sony Pictures Entertainment (SPE) is a subsidiary of Tokyobased at Sony Group Corporation. SPE’s global businesses include motion picture production, acquisition and distribution; television production, acquisition and distribution; television networks; creation and distribution of digital content; operation of studio facilities; and the development of new entertainment products, services and technologies. Sony Pictures Television operates dozens of wholly-owned and joint-venture production companies around the world. SPE’s Motion Picture Group production organizations include Columbia Pictures, Screen Gems, TriStar Pictures, 3000 Pictures, Sony Pictures Animation, Stage 6 Films, AFFIRM Films, Sony Pictures International Productions, and Sony Pictures Classics. For more information, visit http://www.sonypictures.com/corp/divisions.html

Hyundai Motor Company
Founded in 1967, Hyundai Motor Company is present in more than 200 countries with more than 120,000 employees dedicated to meeting the real challenges of mobility around the world. Based on the brand vision “Progress for Humanity”, Hyundai Motor is accelerating its transformation into an intelligent mobility solutions provider. The company invests in cutting-edge technologies such as robotics and urban air mobility (UAM) to deliver game-changing mobility solutions, while pursuing open innovation to introduce future mobility services. In pursuit of a sustainable future for the world, Hyundai will continue its efforts to introduce zero-emission vehicles equipped with industry-leading hydrogen fuel cell and electric vehicle technologies.

SOURCEHyundai Motor Company

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