Editors’ Choice: Director lends his unique touch to R/GA London’s campaign for Hyundai’s new ’N’ range
Hyundai Motor Company, director Tom Kuntz and R/GA London have collaborated on a campaign to launch N, the automotive brand’s new performance line-up.
‘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.
“Our aim with this campaign is to stand out of the crowd, to shake-up the staid formula of car advertising, and most importantly to have some fun with viewers," says James Temple, EVP, Chief Creative Officer EMEA, R/GA. "We want people to rethink their views of Hyundai as a practical, compromise choice, to a brand which shows people through the power of ’N’ that they make cars that are fun to drive and which aren’t like anything else out there. All achieved through combining some mischief with innovation in this transformative car campaign.”
The mischievous tone of the campaign is a new strategic direction for the brand – designed to disrupt the category and show that performance, power and cornering doesn’t have to be so serious.
Tom Kuntz, famous for reinvigorating the Old Spice brand through his iconic ‘The man your man could smell like’ campaign, was immediately drawn to the opportunity to launch a brand which avoided the clichés of car advertising (man drives car fast down pretty road, man smiles, endframe). The films were shot by cinematographer Darius Khondji (Midnight in Paris, Seven, Okja).
“It is our mission for more people to enjoy the mischievous grin you get when driving an i30N, and these films are just the start," says Mr. Minsoo Kim, Head of Marketing Division, Hyundai Motor Company. "Performance car advertising has been the same for decades and has become out of touch with what people really want, not anymore, this campaign isn’t like anything you’ve seen before. This is N, and it’s here to disrupt the category, to subvert clichés, have some fun and share a joke with performance car drivers who enjoy the feeling of driving a powerful car.”