Car brand Hyundai UK has revealed a set of new idents to support its sponsorship of ITV Drama, as part of its ‘Progress’ campaign. The push was developed in collaboration with … read morecreative lead agency Innocean UK, with media planning and buying by Havas Media and Jump, Havas Group Media’s content and partnership hub. The idents, which have been developed to support the launch of Hyundai’s new IONIQ and Kona Hybrid models, will appear during Sanditon, the adaptation of Jane Austen’s unfinished novel; A Confession, a true-life crime drama starring Martin Freeman; and Doc Martin, the long-running comedy drama starring Martin Clunes. In a move away from the traditional approach for idents, each spot is part of a larger story that unfolds in reverse over the course of the programme. The story begins at the end, as we see a woman angrily ripping up a teddy bear before looking intently into the headlights of the new Hyundai Nexo. The film rewinds to reveal why, with a story involving a corrupt cop, a man in disguise, three new Hyundai cars and a bag full of cash. The idents feature the endline ‘Forward thinking drama’. The campaign idea was created by Innocean UK creatives Adina Cioceanu and Gaz Hunt-Sutherland. The idents were directed by Claas Ortman through Dog Eat Dog.
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