The Tucson will help Nathan Drake find treasure.
Hyundai is on a roll with its film partnerships. The Korean automaker recently had its Ioniq 5 electric car appear in Spiderman: No Way Home along with a commercial featuring Peter Parker himself, Tom Holland. Hyundai will once again have one of its vehicles appear in a Tom Holland movie, this time Sony Pictures' Uncharted. For those who aren't familiar, the film is based on a popular PlayStation video game by the same name. Hyundai built a special Beast Concept Prototype for the movie, based on the Tucson crossover.
In addition to the Beast, a collection of Hyundai Motor Group vehicles will make appearances, including the 2022 Hyundai Tucson, Genesis G90, G80, and Genesis GV80. The movie debuts on February 11 in the UK and February 18 in the US.
The Hyundai Design and Technical Center in Irvine, California worked with Sony Pictures to create the rugged Tucson Beast (pictured above) specifically for the movie. It features fortified bumpers, tires, and other off-road-focused attachments that would come in handy for thief Nathan Drake (played by Tom Holland) and treasure hunter Victor "Sully" Sullivan (played by Mark Wahlberg). The duo will seek to recover a fortune lost by Ferdinand Magellan 500 years ago, attempting to find the $5 billion treasure and Nate's long-lost brother.
In addition to the Tucson's appearance in the movie, Holland will star in a 60-second television ad titled "Car Wash." The commercial shows Holland as Nathan Drake taking his Tucson into the carwash after a day of treasure hunting. He relaxes as the filthy car is cleaned, then tips the employees with a massive gold chunk.
"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," said Jeffrey Godsick, EVP of Global Partnerships and Brand Management and Head of Location Based Entertainment at Sony Pictures Entertainment.
"The all-new Tucson is a highly capable SUV that is up for the challenge of a treasure-hunting adventure," said Thomas Schemera, Executive Vice President, Global Chief Marketing Officer and Head of Customer Experience Division of Hyundai Motor Company.