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Hyundai & Innocean Making Waves

Hyundai, the multinational automotive manufacturer, founded in 1967 and headquartered in Seoul, operates the world’s largest, integrated automobile manufacturing facility, in the South Korean city of Ulsan, that is often referred to as ‘Hyundai City’.

The Hyundai Motor Corporation’s long standing partnership with South Korean Advertising and Marketing Communication Agency, Innocean Worldwide, has made many waves in the automotive sector of integrated brand campaigns and commercials.

Innocean Worldwide has offices in Australia, Brazil, Canada, China, Czechoslovakia, France, Germany, India, Italy, Mexico, Russia, Spain, Turkey, the UAE, UK, and the USA.

1. Hyundai, Next Awaits

Advertising Agency: Innocean, Berlin, Germany

Directed by inimitable filmmaker Dante Ariola, this remarkable ‘back to the roots’ Hyundai brand commercial, provides a compelling perspective of the marque’s historical emergence on the automotive scene.

The inspiringly conceived scenario of a reverse-order visual narrative, that admirably avoids any customary ‘brand-in-action’ demonstrations, was a challenging production undertaking.

On the ‘Stash Media’ portal, Production VFX Supervisor, Jessie Amadio at the visual effects Moving Picture Company, remarked:

“The elaborate city time-lapse scene proved to be one of the more challenging aspects of the film”.

“A massive amount of modelling and continual creative refinement was needed to achieve the level of detail required in such a wide shot. While the rest of the job was done in Maya, the team migrated this shot to Houdini for faster scene management”.

2. Hyundai Nexo, ITV Drama Sponsorship

Advertising Agency: Innocean, London, UK

The groundbreaking collaboration of Hyundai UK, and Britain’s independent television channel ITV, introduced an entirely new approach by Innocean, to identity channel broadcasts between programmes, that in advertising jargon, are called ‘Idents’.

The ITV Drama Channel Idents campaign, featuring Hyundai’s hydrogen fuel cell powered Nexo SUV crossover, centres on the events of a tense thriller, that unfold in a series of eight mini-films, directed by filmmaker Claas Ortmann.

Each ident depicts a filmic piece of the puzzle to the complete story. Provocatively, the story begins at the end, and the only way to discover how it all began, is by following the backward trajectory of events to the very last ident.

3. Hyundai Palisade, Kidult Approved

Advertising Agency: Innocean, North Sydney, Australia

Directed by filmmaker Fiona McGee, the scenario is about three young schoolchildren, who seen through the eyes of their Mum, grow into teenagers as she dives them to school.

Promoting the eight-seat Hyundai Palisade SUV’s ability, to comfortably accommodate the needs of growing families, the visually compelling dramatisation of the adage “kids grow up fast”, is superbly portrayed and enacted with understated humour, that is a delight to view.

4. Hyundai Santa Fe, Little Angels

Advertising Agency: Innocean, North Sydney, Australia

Hyundai’s luxury SUV advertising scenario about how their Santa Fe helps with transforming unruly, squabbling siblings into ‘harmonious’ family-travel ‘Little Angels’, was directed by filmmaker Michael Spiccia, with sterling performances from his cast.

The surreal, metaphoric depictions of angelic behaviour by the erstwhile young trouble makers, are very effective in highlighting the benefits of Santa Fe’s luxury features with broad smiles all round.

5. Hyundai Genesis, First Date

Advertising Agency: Innocean, Huntington Beach, California, USA

Directed by filmmaker Peter Berg, ‘First Date’ is a cinematic parody of an over-protective Dad and his daughter’s first date.

The ever-watchful Dad, brilliantly portrayed by American actor Kevin Hart, is immensely enjoyable to view, with comedic scenes of unrealistic dramatisations, that serve to humorously underline real-life parental concerns about car-travel safety and the wellbeing of their dearly loved offspring.

6. Hyundai Elantra, Extreme Boldness

Advertising Agency: Innocean, Seoul, South Korea

Directed by filmmaker John S Park, ‘Extreme Boldness’ is an action packed dramatisation of the Elantra’s dextrous handling capabilities when put to the test under the extremest of conditions.

The imaginative cinematic spectacle, with its ‘fast-and-furious’ special effects and timely touches of humour, is pleasingly entertaining.

7. Hyundai Elantra, Ryanville

Advertising Agency: Innocean, Huntington Beach, California, USA

Directed by filmmaker Peter Berg, the scenario features Canadian-American actor and entrepreneur Ryan Reynolds, appearing in many entertaining guises.

Two women cruising through ‘Ryanville’, are distracted from keeping their eyes on the road by the many charming Ryan Reynolds ‘clones’ they encounter. Fortunately the Hyundai Elantra comes with ‘auto-emergency braking and pedestrian detection’.

8. Hyundai Genesis, A Message To Space

Advertising Agency: Innocean, Seoul, South Korea

Directed by filmmaker John S Park, this spectacular commercial of an ambitious undertaking, involved logistics and co-ordinated driving skills on an unprecedented scale.

The long-form storytelling film, motivated over 70 million views on social media, and won many accolades that included Cannes Lions, Clio Awards, and the ‘One Show Automobile Advertising of the Year Award’.