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Paul Giamatti, Kieran Culkin star in short films promoting 2020 Volkswagen Atlas Cross Sport

Actors Paul Giamatti and Kieran Culkin star in a new series of commercials for the Volkswagen Atlas Cross Sport.

Photo courtesy of Volkswagn

Two cinematic stars will play a supporting role to the 2020 Volkswagen Atlas Cross Sport in a new series of short films designed to, in VW's words, "playfully challenge today's culture of excess and unregulated self-interest." The short films, titled, "The Accountant" introduce the SUV and its new ad campaign tagline, "Excessive Where it Matters".

Inn the first episode of the series, Paul Giamatti plays a high-profit accountant who struggles to curtail the spending of this wealthy clientele; one in particular played by Kieran Culkin. He advises against buying a solid gold jet ski, private plane, and tiger. Culkin's character calls the accountant to boast of his latest purchase, a Volkswagen Atlas Cross Sport. The accountant breathes a sigh of relief at the smart spending decision and feels he's finally gotten through to one of his clients – until he hears him arrive at a famous Las Vegas hotel and casino.

You can watch the commercial below.

www.youtube.com

Viewers can watch the following two episodes on TV, digital, and social during March Madness.

According to a release, the new campaign challenges modern culture's obsession with self-interest.

"Excess in itself isn't wrong, but excess for the sake of showing off is," said Saad Chehab, senior vice president, Volkswagen brand marketing. "Americans shouldn't have to overextend themselves to drive a quality vehicle that garners celebrity style attention and respect. That's why we've made the Atlas Cross Sport Excessive Where it Matters.'"

The 2020 Volkswagen Atlas Cross Sport has a starting MSRP of $30,545 and a sloping rear roof, which defines it most from the boxier 2021 Volkswagen Atlas.

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The Fiat 500 made a snazzy debut earlier this year and a new film documented the one-off models designed to celebrate the new generation of Italian design.

Photo courtesy of FCA US LLC

There's so much more to the auto business than getting a vehicle to a dealership. One of the sides rarely captured in newsreels, but drooled over by fans are restored and modified creations. Heck, SEMA has built an entire convention around it. The MotorTrend network is almost entirely devoted to the cause.

Those mods are usually on existing cars, however. A new film released by Fiat takes a look at how three Fiat 500s were modified before they debuted.

New Fiat 500⎮One Shot - Trailer www.youtube.com

"One-Shot" is the first docufilm by the automaker. It covers a six month journey to create a unique one-off ahead of the debut of the redesigned Fiat 500 earlier this year. The new model is an all-electric car that retains much of the classic Fiat looks but with a completely modern powertrain.

"You never get a second chance to make a good first impression." These words, from Olivier François – President, Fiat Brand Global and FCA Chief Marketing Officer – open the film, explaining how the debut of the New 500 should be considered as a milestone in the brand's history.

The documentary is dedicated to the three cars designed by high-end brands - Armani, Bvlgari, and Kartell. Armani is a fashion house, Bvlgari is a jewelry company, and Kartell sells contemporary furniture.

Filmmakers take the viewer on a journey from the moment the company representatives first met with Fiat in Turin through the launch of the three exclusive cars in Milan earlier this year.

Fiat 500 "One Shot" docufilm still shots

Photo courtesy of FCA US LLC

The new 500 has a more aggressive exterior that's less bulbous but still retains many fo the design characteristics of the 500 of years past. It has a range of approximately 199 miles (WLTP). Fiat has given the car three drive modes: Normal, Range and Sherpa. The Range drive mode allows for one-pedal driving.

The 500 is the first Fiat to receive FCA's new UConnect 5 system, which is compatible with Apple CarPlay, Android Auto, and wireless communication. It comes equipped with a 10.25-inch touch screen.

Officially, the decision on whether or not to bring the new Fiat 500 to U.S. shores is still up in the air.

You can watch the film below.

New Fiat 500 | One Shot documentary by VICE - Genesis of the New 500 One-Offs www.youtube.com

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Spider-man performers are seen at the premiere of Sony Pictures' "Spider-Man Far From Home" at TCL Chinese Theatre on June 26, 2019 in Hollywood, California.

Photo by Kevin Winter/Getty Images

Usually its the stars that are bragging about a multi-picture deal. This go-round it's Hyundai. The automaker has teamed up with Sony Pictures Entertainment that will place Hyundai's new models and technologies in coming productions. Hyundai will also offer marketing support and the companies will collaborate on a wide range of ancillary content-creation.

"This strategic partnership with Sony Pictures will allow customers to understand and experience our human-centered future mobility vision through innovative vehicles and technologies, illuminating a way forward for transforming how we move, interact, and design our lives for optimal benefits. We will offer various ways to inspire our customers and movie fans around the globe," said Wonhong Cho, Executive Vice President and Chief Marketing Officer of Hyundai Motor.

2020 Hyundai Sonata Hybrid The 2020 Hyundai Sonata Hybrid starts at $27,750, comes in three trim levels. Photo courtesy of Hyundai Motor America

Hyundai isn't the first automaker to collaborate with a production, nor is it the first to enter into a relationship of this kind. Nissan worked with Disney on a number of pictures including the recent Star Wars movies, the remake of "Mary Poppins" and "A Wrinkle in Time" among others. Audi has had its vehicles appear in animated features. Porsche presented a new vehicle at the last Star Wars movie premiere. Land Rover and Aston Martin are virtually synonymous with the James Bond brand.

Hyundai Motor's new models and technologies will be featured in five upcoming Sony Pictures films including "Uncharted" (July 2021); the sequel to "Spider-Man: Far From Home" (November 2021); the sequel to "Spider-Man: Into the Spider-Verse" (October 2022); and other tentpoles to be determined.

In the last Spider-Man movie, Audi had a supporting role. It looks like their time with the Spidey stories has come to an end.

"This deal embodies the true definition of the word partnership," said Jeffrey Godsick, EVP of Global Partnerships and Brand Management, and Head of Location Based Entertainment at Sony Pictures Entertainment. "The deal has many layers, including substantial marketing support, but its real potential and impact come from groundbreaking content that we will develop together."

Hyundai has a great deal of new-age tech on the horizon including hydrogen-powered transportation, cloud-based driving dynamics, and air travel.

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