Korean automotive giant Hyundai has revealed a ‘Beast’ concept prototype of its 2022 Tucson for the upcoming “Uncharted” movie. The all-new movie by Sony Pictures will feature the new concept that embodies a futuristic design with versatile capabilities. Along with the Tucson ‘Beast’, other popular Hyundai models will also make an appearance in the new “Uncharted” film. These include the 2022 standard Tucson SUV, Genesis G90 luxury sedan, Genesis G80 executive sedan, and Genesis GV80 SUV.
2022 Tucson BEAST concept: Promotional Campaign & Design
For the upcoming film, Hyundai’s Design and Technical Center partnered with Sony Pictures to create the design of the BEAST concept. Based on the official images, the Tucson BEAST features fortified bumpers, tires, and other outdoor-ready accoutrements that exhilarate the treasure-hunting escapade. Hyundai claims that the BEAST concept’s rugged exterior will allow the SUV to charter the unknown terrains in the movie. To capture the adventure-driven tone of the ‘Uncharted’ movie, the Hyundai team has ensured to create a fun, global campaign.
The automaker recently launched a global TV commercial that stars the movie’s lead actor, Tom Holland, along with other activities. Dubbed the “Car Wash”, the 60-second commercial features Holland as Nathan Drake, arriving at a local car wash. He then relaxes whilst the mud-covered 2022 Tucson filled with various treasure-hunting tools and artefacts is being washed and cleaned. As part of high-visibility television programming, a 30-second broadcast version will air throughout the U.S., Europe, and Korea.
What is the Uncharted Movie about?
Sony Pictures has based the upcoming action-adventure movie on the popular PlayStation video game ‘Uncharted’ by Naughty Dog Studios. The film features Nathan Drake (Tom Holland), who’s recruited by the seasoned treasure hunter Victor “Sully” Sullivan (Mark Wahlberg). The duo will embark on a perilous adventure to recover a fortune lost by Ferdinand Magellan 500 years ago. The heist job eventually becomes a globe-trotting, white-knuckle race to reach the prize before their ruthless rival Moncada (Antonio Banderas).
Moncada believes that the treasure belongs to him and his family as rightful heirs to the long-lost treasure. Nate and Sully must work together to decipher the clues and solve one of the world’s oldest mysteries. Can Nate find the USD 5 billion treasure and perhaps his long-lost brother? We’ll find out once the movie releases. Sony will premiere the film in the UK on February 11th and February 18th for the US and other markets.
The Sony Pictures-Hyundai Partnership
Hyundai signed a partnership with Sony Pictures in May 2020 to feature their cars in their upcoming projects and films. The automaker’s goal is to promote its human-centred mobility vision, its product, and technological innovations via the forthcoming movies. Prior to the ‘Uncharted’ movie campaign, Hyundai achieved successful results from the “Spider-Man: No Way Home” campaign in 2022. After the ‘Uncharted’ campaign, Sony will feature Hyundai’s products in its upcoming “Spider-Man: Across the Spider-Verse (Part One)” movie.
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