In an overcrowded SUV category, the Tucson wasn’t well-thought-of for it’s off-roading capabilities. To reshape this perception, we used Hyundai’s film partnership with Sony Pictures in the most hyperbolic way we could think of: by showing the Tucson in the aftermath of treasure hunting with Uncharted hero, Nathan Drake. Our “Car Wash” campaign follows along as employees go to great lengths to make the all-new Tucson look all-new again. This includes scrubbing off at least 5 expeditions worth of dirt, avoiding poisonous snakes, vacuuming up ancient relics, and extracting arrows from the SUV’s grill. It lets fans of the franchise imagine the harrowing escapades the Tucson had to overcome, all while introducing audiences to Nathan Drake and giving them one of their first on-screen glimpses of the video game hero as portrayed by Tom Holland.
In collaboration with the film’s director, Ruben Fleischer, we worked to create a piece of content that was a comedic, tongue-in-cheek story centered on the film’s over-the-top level of action and adventure. It embraced the movie’s larger-than-life storyline without the larger-than-life movie budget. We even filled the spot with classic Uncharted easter eggs to surprise and delight diehard fans and keep them watching over and over.