TV ad: Hyundai: Turbo Face

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The driver of a Hyundai Sonata Turbo in this TVC from Innocean Worldwide, Huntington Beach goes through a series of amusing expressions or “turbo-faces” each time he experiences the deeply satisfying rush of the turbo kicking in. The accompanying Voiceover says: “Your mother always said if you keep making that face it’ll stick that way. Let’s hope she wasn’t right.”

“We didn’t want to resort to the typical blazing fast car, super-cutty, high energy performance on twisting mountain road thing,” says Jeff Spiegel, Executive Creative Director, Innocean Worldwide. “So instead, we slowed the film down to focus on the macro-moment of emotion the driver feels when the turbo kicks in. That way, we managed to hold off the typical blazing fast car thing until the last eight seconds.”