As viewers trickle back into theaters, one movie endeavors to open the floodgates. Spider-Man: Far From Home grossed over a billion dollars in the summer of 2019, and now the highly anticipated third installment is upon us. To celebrate the new release, Hyundai kindly bridges the gap between chapters. The last time we saw the web slinger, his identity was revealed to the world and he became a fugitive from the law.

In this new ad, Peter Parker is seen on the lam, hiding in the middle of nowhere. When he finally musters the courage to go home and face his problems, it turns out to be an alarmingly long walk. That is when a Hyundai pulls up, driven by his best friend, and the two make the long trip back to New York.

This brand effort takes an unusual path to a movie partnership, but it proves just as effective. Instead of having the actor partake in a commercial, this spot features events that could technically fit within the movie, and sneaks in a value proposition. One of the characters makes an off-handed comment that they are 300 miles away from New York as narrative events continue. At the end of the ad we learn that they are driving an electric car with a charge of over 300 miles. Focusing the majority of the runtime on narrative keeps the audience engaged and more receptive to the pitch, as it ties into the Spider-Man story. Now, if we could just remember the guy’s name behind the mask… why can’t we remember?