Hyundai: A Message To Space

Hyundai Motor Company's latest global campaign entitled 'A Message to Space' used a total of eleven cars from its flagship Genesis line to create the world's largest tire track message that could be read from outer space.

'A Message to Space' revolves around thirteen-year-old Stephanie from Houston, Texas whose father is an astronaut and often away on space missions for many months at a time. His upcoming mission will force him to be away from her for seven months, creating an emotional gap between the two. Hyundai Motors conceived of a way for Stephanie to stay in touch with her father while he is gone by having her personal message written in giant lettering, big enough to be read from more than 300kms away.

In order for Stephanie's message to be read clearly from such a great distance, experts had to strategically identify optimal locations based on numerous geographical and meteorological factors. After several expeditions throughout various locations, and analyzing weather data, Delamar Dry Lake in Nevada was selected as the most optimal destination.

The video was directed by John S. Park, who is represented outside of Korea by The Sweet Shop.