The road to hell looks fun in new Hyundai ad
Innocean has created a campaign to mark the launch of Hyundai’s iX35 compact sports utility vehicle which moves the brand to a new positioning ‘Where the others don’t, we do’.
The ‘Road less travelled’ campaign features a harbinger of doom warning a couple of the dangers they face.
Innocean creative director Scott Lambert told Mumbrella: “It’s really giving the capability credential and dialling up the toughness which is what it was lacking in the beginning because we focused so much on design and stylish cues.
“You’re going to see a lot more of that in our advertising moving forward ”
I am so glad we will be seeing more “moving forward,” I should hate to think of us all moving backwards.
Nice ad, I love the use of character acting and fantasy to sell something so mechanical, so scientific, so real.
The character acting was particularly good here, but I worry slightly about the direction, overall the shots were magnificent and the bridge really made me feel uneasy, but much care is needed when directing actors, particularly a very good one as in this case.
The ad works perfectly well, but there was, in my opinion, something more to be brought out in the “new road” comment.