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Hyundai: Main
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Hyundai Motor Company, director & filmmaker Tom Kuntz, and R/GA London have collaborated on a campaign to launch N, the new performance line-up. The campaign, in which R/GA was responsible for strategy and creative, features the first product in the line-up, the Nurburgring-tested i30N. ‘Feel the Feeling’ is a collection of films inspired by Kuntz’ perspective on the N character; Mischief. Harnessing the experience of driving an N and its character, “Hairdryer”, “Cologne”, “Headphones” and “Launch” subvert the clichés of luxury advertising whilst using its recognisable aesthetic. The campaign features N-made products which bring to life the feeling of driving the car: a performance hairdryer, an ‘Eau de Burnt Rubber’ cologne, and headphones which blast out the roar of the engine. The approach is designed to feel ‘ironic premium’; a tongue[-stuck-firmly]-in-cheek poke at automotive and luxury brands taking themselves too seriously – with the line ‘Feel the feeling’, encapsulating this playful approach.
Simon Wassef - Executive Strategy Director Related |
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