Hyundai planned to launch its first all-electric IONIQ 5 in late 2021. While already having the widest range of electrified vehicles, Hyundai does not get credit for being a leader in this space. The IONIQ 5 was our chance to shine a spotlight on our electrification innovation for a mainstream audience. Hyundai chose to do so with a film integration partnership in the upcoming and highly anticipated third Spider-Man movie, Spider-Man: No Way Home.
There was a fan frenzy leading up to the release of Spider-Man: No Way Home. Fans were clamoring for anything and everything having to do with Spider-Man. For Hyundai’s film integration partnership with Sony, we wanted to make the vehicle feel equally heroic in a way that movie fans would actually appreciate.
We kept our approach simple: give movie fans more of what they wanted. We chose to bring the TUCSON into the Marvel Cinematic Universe in our integrated campaign and carried this through to our poster series as well. We dusted off our old comics and created a fan art series inspired by the 1960’s Steve Ditko aesthetic, complete with dynamic comic book angles and iconic Spidey colors.
From the digital downloads to the film premiere to Hyundai dealerships, the heroic look and feel of the posters was loved by fans and they were snatched up everywhere they were available.
The poster series was printed as a limited edition run for avid fans of 800.