Hyundai Motor UK has wowed London Southbank onlookers today by showcasing the launch of IONIQ 6 and Sony Pictures Animation’s latest film, Spider-Man: Across the Spider-Verse, by staging an immersive stunt scene inspired by the sequel to the 2018’s Academy Award®-winning animated film, Spider-Man™: Into the Spider-Verse.
This experiential activation can be found on The Queen’s Walk, Southbank, next to the London Eye, featuring the hexagonal portals that the film’s hero uses to cross between dimensions in the eagerly awaited film.
IONIQ 6 is positioned to appear to have just driven out of the portal, with Spider-Man’s web draped around the car to complete the ‘out of this universe’ aesthetic.
The whole installation is an eye-catching visual, with the iconic backdrop of London’s landmarks creating a cinematic scene and the perfect selfie opp between 1 June and 3 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 identify 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.
The collaboration between Hyundai and Sony Pictures also emphasizes the shared values of technological advancement and creativity, paving the way for more immersive and sustainable transportation solutions that align with the growing demand for eco-friendly alternatives.
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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.
As consumers become more environmentally conscious and tech-savvy, car manufacturers are responding by integrating smart features, enhanced performance, and eco-friendly designs into their offerings. This transformation is not limited to electric vehicles alone but extends to the entire spectrum of automotive services, from purchasing to maintenance and customization.
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Hyundai’s creative partnership with Sony Pictures and its Spider-Verse-themed campaign reflects a growing trend in the automotive world—where storytelling, technology, and sustainability converge to captivate a new generation of drivers. By blending entertainment with innovation, and aligning with the global shift toward eco-conscious mobility, Hyundai and other forward-looking brands are redefining what it means to connect with consumers in a rapidly evolving market.
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Spider-Man: Across the Spider-Verse is now playing exclusively in UK cinemas.
