02.06.2023 Press release

Hyundai Motor UK celebrates ‘Spider-Man™: Across the Spider-Verse’ with captivating immersive London Southbank installation

  • Three-day installation wows passers-by with ‘out of this universe’ scene
  • Multiple award-winning IONIQ 6 takes centre stage on London Southbank

Press material

Hyundai Motor UK has captivated passers-by on London Southbank, celebrating the arrival of IONIQ 6 and Sony Pictures Animation’s latest film “Spider-Man: Across the Spider-Verse” with an immersive stunt scene inspired by the sequel to the Academy Award®-winning animated film, “Spider-Man™: Into the Spider-Verse” (2018).

Taking centre stage at The Queen’s walk, Southbank, next to the London Eye, the experiential activation features the hexagonal portals which the film’s protagonist utilises to travel in between dimensions in the highly-anticipated movie.

IONIQ 6 is positioned as though it has just emerged from the portal, with Spider-Man’s spiderweb wrapping the car and completing the ‘out of this universe' look.

The overall installation displays an eye-catching visual, with the iconic backdrop of London’s landmarks set to make it a picturesque scene, creating a perfect selfie opportunity between 1st June – 3rd June (10am-6pm).

The hexagon portal represents the gateway to other dimensions in Spider-Man: Across the Spider-Verse and, with the hexagon appearing as a recurring symbol in the movie trailer, fans will easily be able to spot the connection between this hexagon installation and IONIQ 6.

Hyundai Motor UK is also offering customers the opportunity to win a Spider-Verse themed trip to New York. Customers who test drive an IONIQ 5 and IONIQ 6 will be able to enter the prize draw with three runners up prizes of film screenings. More information and rules can be found here.

As part of the wider campaign, an animated TV commercial featuring Spider-Man, IONIQ 5 and IONIQ 6 will be airing across cinema and digital channels throughout the promotional period in addition to Spider-Verse-themed social media content, a behind-the-scenes film about Hyundai’s future mobility concepts that incorporates Hyundai and Sony’s collaborative history on the movie production process, and an offline promotional exhibition.

The global marketing campaign spotlights Hyundai’s acclaimed IONIQ all-electric vehicles and stems from a global promotional agreement that Hyundai Motor inked with Sony Pictures in 2020 to showcase the company’s human-centred mobility vision via product and technological innovations.

Spider-Man: Across the Spider-Verse is now playing exclusively in UK cinemas.

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