• by Tanya Gazdik , February 1, 2022

A modified 2022 Tucson SUV has a supporting role in Sony Pictures’ “Uncharted,” coming to U.S. theaters Feb. 18.

The appearance is part of Hyundai’s ongoing strategic partnership with Sony Pictures. This is the second film from the deal, following the record-breaking “Spider-Man: No Way Home” in November which featured both the Tucson and Ioniq 5.

Hyundai’s all-new 2022 Tucson has been specially customized/modified into a “Beast” concept prototype. The film is based on the popular PlayStation video game of the same title. 

The campaign includes a variety of digital and on-site promotional activities. A 60-second TV spot, “Car Wash,” featuring the brand along with actor Tom Holland, will run in global markets this month.

Creative shows Holland arriving at a local car wash with his Tucson covered in mud and filled with various treasure-hunting tools and artifacts.  A 30-second broadcast version will air on high-visibility television programs in the U.S., Europe, Korea and other global markets through February 2022.

Hyundai Design and Technical Center in Irvine, Calif., and Sony Pictures collaborated on the design of the Tucson “Beast” concept, which features a rugged exterior with fortified bumpers, tires and other outdoor-ready accoutrements.

The automaker will use the film integration to promote the Tucson XRT trim based on the concept vehicle from the film that's available in the U.S. This rugged trim offers such exterior styling attributes as exclusive wheels and special dark exterior elements.

Along with the customized model, production versions of the Tucson along with vehicles from Hyundai Motor Co. luxury brand Genesis, including the G90, G80 and GV80 also make appearances in the film.

The automaker inked the deal with Sony in May 2020. Next up, Hyundai will have an integration in the October premiere of “Spider-Man: Across the Spider-Verse (Part One),” the sequel to the Academy Award-winning animated film “Spider-Man: Into the Spider-Verse.”