New Hyundai campaign 'Turning Petrol Heads' aims to capture the attention of the UK's car enthusiast audience with the car maker's new i30 N hot hatch. The TVC showcases i30 N’s performance and handling characteristics on UK roads, and features three characters who are all ‘petrol heads’ in both the literal and metaphorical form.
These passionate individuals replicate the debate that’s currently happening amongst the community of UK car enthusiasts, designed to be a physical expression of how heads are being turned, perceptions changed and attention grabbed by the new i30 N.
CGI was used to bring the petrol head characters to life with the use of a new render engine, Corona Renderer. Whilst mostly used in architectural visualisation, its speed and efficiency at producing photo-real metals and plastics meant that it was ideal for the project. Hyundai are amongst the first to use this technology for visual effects and in commercial advertising.
The fully integrated campaign will run through a broad media selection – to include TV, print, cinema and innovative Out of Home formats - and featured within a UK consumer track day experiential programme.
Andy Walmsley, creative direction/concept: Wash Studio
Nate Camponi, director: Wash Studio
Colin Offland, production: Chief Productions
John Crawshaw, CGI: We Are Lut