How much horsepower is there Hyundai’s new i30N model. Apparently enough that it will literally transform you into a horse. So goes the plot line of a new 60-second ad created by R/GA London and directed by Tom Kuntz.
While the spot might seem well off the charts on the WTF scale, there is a method to the madness.
MORE: Interview: Hyundai Brand Strategy Director Minsoo Kim on Hyundai’s rise and the Road Ahead
According to Hyundai, the spot looks to “subvert the clichés of luxury advertising while using its recognizable aesthetic.”
“The approach is designed to feel ‘ironic premium’; a tongue[-stuck-firmly]-in-cheek poke at automotive and luxury brands taking themselves too seriously, with the line ‘Feel the feeling’ encapsulating this playful approach.”
Check it out:
UPDATE: Looks like ad was pulled. Will post when we find another link!
“It is our mission for more people to enjoy the mischievous grin you get when driving an i30N, and these films are just the start,” says Mr. Minsoo Kim, head of the automaker’s marketing division. “Performance car advertising has been the same for decades and has become out of touch with what people really want. Not anymore. This campaign isn’t like anything you’ve seen before.”
Got that right.
Credits
Hyundai Motor Company
Steve Seongbong Lim: Team Leader, Brand Communication Team
Cheol Jung: Manager, Brand Communication Team
Jake Jaesun Lee: Manager, Brand Communication Team
Cera YounKyung Noh: Assistant Manager, Brand Communication Team
Agency: R/GA
James Temple: EVP, Chief Creative Officer
Simon Wassef: Executive Strategy Director
Rodrigo Sobral: Executive Creative Director
Mark Fairbanks: Group Creative Director
Edwin Latchford: Creative Director
Dan Northcote-Smith: Senior Art Director
Nick Moss: Senior Copywriter
Charlie Smith: Group Account Director
Taraneh Khosrowshahi: Executive Producer
Alison Cummins: Executive Producer
Jessica Zogaib: Senior Producer
Matt Deeming: Editor
Matias Alvarez: Associate Design Director
Mary Lynch: Production Assistant
Production: MJZ London
Tom Kuntz: Director
Darius Khondji: Director of Photography
Lara Baldwin: Senior Producer
Fiona Martin: Production Manager
Asylum Models: Models provided by
John Kirby: Music Composer
Editors: The Whitehouse
Russell Icke: Senior Editor
Iain Whitewright: Editor
Grading: Company 3 New York
Stefan Sonnenfeld: Senior colourist
Post Production and Visual effects: The Moving Picture Company London
Lisa Vaughan: Producer
Paul Wilmot: SFX Artist
Simon Holden: SFX Artist
Sound Studio: 750 MPH
Sam Ashwell: Editor
