Hyundai UK: advert-body-2 by R/GA
- Location:
Hyundai Motor Company, director & filmmaker Tom Kuntz, and R/GA London have collaborated on a campaign to launch N, the new performance line-up. The campaign, in which R/GA was responsible for strategy and creative, features the first product in the line-up, the Nurburgring-tested i30N.
‘Feel the Feeling’ is a collection of films inspired by Kuntz’ perspective on the N character; Mischief. Harnessing the experience of driving an N and its character, “Hairdryer”, “Cologne”, “Headphones” and “Launch” subvert the clichés of luxury advertising whilst using its recognisable aesthetic. The campaign features N-made products which bring to life the feeling of driving the car: a performance hairdryer, an ‘Eau de Burnt Rubber’ cologne, and headphones which blast out the roar of the engine. 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.
“Our aim with this campaign is to stand out of the crowd, to shake-up the staid formula of car advertising, and most importantly to have some fun with viewers. We want people to rethink their views of Hyundai as a practical, compromise choice, to a brand which shows people through the power of ’N’ that they make cars that are fun to drive and which aren’t like anything else out there. All achieved through combining some mischief with innovation in this transformative car campaign.” said James Temple, EVP, Chief Creative Officer EMEA, R/GA.
Credits
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 Artists
Simon Holden SFX Artists
Sound Studio: 750 MPH
Sam Ashwell Editor