Hyundai breaks free in new campaign

Hyundai Motor Company Australia has launched a campaign to promote its new model, the New Generation i30. The TVC uses a montage of pieces of dialogue from one man’s life to create the the lyrics to the Queen anthem, ‘I Want To Break Free’. The editing style is known as supercut, a technique which has been hugely popular online.

The campaign, created by Innocean, runs across television, online, print, POS, and cinema.

Innocean creative director Scott Lambert  told Mumbrella that the ad represented a departure from Hyundai’s traditionally “sophisticated, clean style of commercial for a more emotive feel”, with more colour and tone than the brand usually employs. The rights to the music cost “around $200,000”.