World News – UA – Dark dreams and lullabies target those with an ‘innate sense of competitiveness’ for Hyundai


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Sad clown with balloon, wolf pack and martial arts star shake up the traditions of automotive commercials, as new Hyundai N-Line sports package for the i30 sedan is presented with a number of dark dreams sequences

Nursery rhymes appropriated by Australian rap artists set the scene for the campaign film directed by AnalogFolk, in which real people become heroes as they pursue their passions outside of their daily work

The announcement aims to identify with the exact type of consumer who would love the new model, said Richard Morgan, Creative Director of AnalogFolk

“From the start we decided that if you’re the type of person who likes to curl up with some light Adam Sandler comedy on Netflix and early at night, then this isn’t the car, nor the place for you, « he said

Instead, Hyundai has targeted those with « an innate, quiet sense of competitiveness and who enjoy the pleasure of driving »

The campaign film was inspired by the car’s virtual cockpit, which illuminates the driver in the dark

“The need to step out of our comfort zone and overcome obstacles – real or imagined – is something our audience intuitively understands,” Morgan said

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30 and 15 second cuts will support the campaign film and the campaign will also appear online and away from home

Customer – Hyundai Australia
Marketing Director – Kevin Goult
Marketing Manager – Helen Gilmartin
Product Marketing Specialist – Muroa Zorah

Agency – AnalogFolk Sydney
DPE – Richard Morgan
Senior Artistic Director – Willy Maitland
Senior Writer – Alister McCann
Agency producer – Angela Garofolo
Principal Designer – Robert Carter
Director of Client Services – Jonny Sycamore
Group Account Director – Jonny Sycamore
Project Director – Emily Entwisle
Strategy Partner – Ben Hourahine
Managing Director – Matt Robinson

Production company – The Hooligan Collective
Director – Dylan Harrison
Producer – Ash McLeod
DOP – Peter Eastgate
Editor – Matt Bennett
Composer – Shaun Clifford
Singer – Julian Joseph
VFX – Cumulus
Colorist – Billy Wychgel
Post-production – Elements
Still image editing – Cream Studios

Zoe Wilkinson is a reporter at Mumbrella Zoe is a graduate of UNSW where she completed a dual bachelor’s degree in commerce and a bachelor’s degree in media, majoring in marketing and public relations She interned at Ten, News Xtend and Seven

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Hyundai Motor Company, Ad Campaign, Marketing, Sydney

World News – AU – Dark dreams and lullabies target those with an « innate sense of competitiveness » for Hyundai



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