Hyundai launches reverse-running idents to accompany ITV dramas

Idents will run during A Confession and Doc Martin.

Hyundai has launched a series of idents for ITV Drama programming, revealing an elaborate reverse-running plotline.

Created by Innocean UK, the idents tell the tale of a corrupt cop, a man in disguise, a teddy bear and a bag of money, all tied together by a trio of Hyundai cars. It is part of the car brand's wider "Progress" campaign.

The idents aim to promote Hyundai's Ioniq and Kona Hybrid models, and will appear during A Confession and Doc Martin.

The work was created by Adina Cioceanu and Gaz Hunt-Sutherland, and directed by Claas Ortmann through Dog Eat Dog.

David Pugh, marketing director at Hyundai UK, said: "This is a truly memorable idea, which breaks from the norm of sponsorship idents. It should have great cut-through and help us to position Hyundai as a forward-thinking, progressive brand."


Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content