Hyundai launches tongue-in-cheek campaign for N performance cars

To launch Hyundai's new series of performance cars, N, the brand has worked with Old Spice director Tom Kuntz and agency R/GA for a series of ads that take the mickey out of luxury advertising.

Hyundai launches tongue-in-cheek campaign for N performance cars

The campaign features the first product in the line-up, the Nurburgring-tested i30N.

R/GA was appointed to lead strategy and creative for the launch of Hyundai's sub-brand N in January this year. 

The campaign, "Feel the feeling", is a collection of films inspired by Kuntz's take on the "mischievous" brand "character" of N.

The films titled, "Hairdryer", "Cologne", "Headphones" and "Launch" are deliberate subversions of luxury advertising clichés. 

Featuring N-made products - a performance hairdryer, an "Eau de Burnt Rubber" cologne, and headphones which blast out the roar of the engine – the ads are aimed at demonstrating the feeling of driving the car.  

"Our aim with this campaign is to stand out of the crowd, to shake-up the staid formula of car advertising, and most importantly to have some fun with viewers," James Temple, executive vice-president, chief creative officer EMEA R/GA, said. "We want people to rethink their views of Hyundai as a practical, compromise choice, to a brand which shows people through the power of ’N’ that they make cars that are fun to drive and which aren’t like anything else out there. All achieved through combining some mischief with innovation in this transformative car campaign." 

The campaign represents a new strategic direction for the brand and is aimed at showing that "power and cornering doesn’t have to be so serious," the agency said in a statement. 

Kuntz, famous for the Old Spice "The man your man could smell like" campaign, was drawn to the opportunity to launch a brand which avoided the clichés of car advertising (man drives car fast down pretty road, man smiles, endframe).

The films were shot by cinematographer Darius Khondji (Midnight in Paris, Seven, Okja).

"It is our mission for more people to enjoy the mischievous grin you get when driving an i30N, and these films are just the start," Minsoo Kim, head of marketing division, Hyundai Motor Company. "Performance car advertising has been the same for decades and has become out of touch with what people really want, not anymore, this campaign isn’t like anything you’ve seen before."

The campaign launches today and all four spots will be debuted sequentially on www.hyundai.com/n.

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