To be more precise…2012 Yeosu EXPO HYUNDAI MOTOR GROUP – Hyper-Matrix.
The Hyper-Matrix is comprised of a steel scaffolding and thousands of lightweight, 300mm x 300mm cubes, each attached to its own stepper motor.
Lots of future possibilities with this one.
Here’s something that doesn’t demand too much thought.
Hyundai are pitching freedom.
Maybe not that unique when it comes to cars, but nice to see a more creative execution rather than the happy family / cafe couple that we usually get bored by.
Innocean creative director Scott Lambert said 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″ – so we might be seeing more of this…and at least at that cost the music is central to the creative idea. The supercut editing is nicely done and you get a look at the car and features – the sun-roof, radio etc. All done in a way that entertains and communicates.
A bit more real and a lot more noticeable.