Hyundai Takes a ‘Moody’ Non-Traditional Approach in New Campaign

    By Asia Ad Junkie - Oct 20, 2020
    Hyundai Takes a ‘Moody’ Non-Traditional Approach in New Campaign

    Hyundai has launched a campaign for its new N-Line sports package for the i30Sedan across YouTube, Instagram, Facebook, Twitter, and cinemas. Created by AnalogFolk, the “moody new campaign” as they describe it, was done via its Sydney office and features the launch film ‘After Dark’.

    The 90-second spot takes a non-traditional approach to a traditional car category with dream-like sequences and a quirky, original soundtrack featuring deconstructed nursery rhymes and rap by Australian talent, along with real people who pursue their side hustles and passions outside of their day jobs.


    “Early on, we resolved that if you’re the sort of person who likes to curl up with a light Adam Sandler comedy on Netflix and an early night, then this isn’t the car, nor the spot for you,” said AnalogFolk Executive Creative Director Richard Morgan.

    “The need to step outside of our comfort zone and overcome barriers – real or imagined – is something that our audience intuitively understands,” added Morgan. “Setting the spot at night, when the senses are heightened and our hero characters are hard at work whilst most people are safely tucked up in bed, allowed us to interweave surprising, nocturnal elements in playful, non-linear ways, using the urban landscape as a backdrop.”

    The campaign of 90-, 30, and 15-second cutdowns is running now, supported by online and out-of-home.



    Client – Hyundai Australia
    Director of Marketing – Kevin Goult
    Marketing Manager – Helen Gilmartin
    Product Marketing Specialist – Muroa Zorah

    Agency – AnalogFolk Sydney
    ECD – Richard Morgan
    Senior Art Director – Willy Maitland
    Senior Copywriter – Alister McCann
    Agency Producer – Angela Garofolo
    Senior Designer – Robert Carter
    Group Account Director – Jonny Sycamore
    Project Director – Emily Entwisle
    Strategy Partner – Ben Hourahine
    Managing Director – Matt Robinson

    Production Company – The Hooligan Collective
    Director – Dylan Harrison
    Producer – Ash McLeod
    DOP – Peter Eastgate
    Editor – Matt Bennett
    Composer – Shaun Clifford
    Singer – Julian Joseph
    VFX – Cumulus
    Colorist – Billy Wychgel
    Post Production – Elements
    Stills Retouching – Cream Studios
    Media Agency – Hearts & Science

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