Hyundai’s brand campaign developed

Hyundai, the Korean car manufacturer, has produced a new brand campaign through its retained agency VCCP, which will launch mid January as part of its £multi-million annual advertising spend.

The aim of the campaign is to convey the reality that Hyundai is a quality manufacturer, and features three of its leading models, the Getz Supermini, the new Coupe SIII and multi-award-winning Santa Fe SUV.

The idea sees the cars morphing into liquid metal, then back to car with a voiceover that begins ‘Quality flows through every surface of a Hyundai’. The quality of Hyundai’s products is supported by its unique five year unlimited mileage warranty across its entire range.

The production itself was highly innovative, with a breathtaking sequence of shots showing cars being formed from slow flowing metallic liquid. The shoot involved a ‘Phantom HD’ high speed camera, the first time this prototype camera has been used in a European TV commercial.

The campaign will be interactive, and backed up by national press.

The campaign was written and art directed by VCCP Creative Director Rooney Carruthers, and creative Paul Kemp. It was directed by Howard Greenhalgh through Home. Post Production was done at Clear. Media planning and buying was done through phd, with interactive being handled by Weapon 7.

Jim Campbell, Hyundai’s UK Marketing Director said: “This campaign is a powerful reflection of the huge progress that Hyundai has made in the past few years. We’ve developed into a brand that is synonymous with outstanding quality throughout the world and we've got a great range of stylish, award-winning cars to prove it.”