Hyundai and Innocean Worldwide UK have won over The Drum readers with a light-hearted and playful campaign to launch the new i20 Turbo Edition.
Marking a return to UK-made spots for Hyundai, the spot shows Hyundai Motorsports’ World Rally Championship Car – which is based on the road going model of the i20 – hurtling through a forest before coming to an abrupt stop and rolling gently through a quaint English village.
Raising eyebrows as it drives past, the car then stops at a car wash to reveal the gleaming new i20 underneath.
“We have always wanted to show Hyundai’s involvement in WRC and this was the perfect opportunity to demonstrate how that heritage is beneficial without being too serious,” explained Chris Kirk, creative director at Innocean UK.
Created with UK audiences in mind, the TV spot forms part of a multi-million-pound campaign, which also features print, digital and social, all built upon a ‘Rally Tested’ proposition.