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

A sad clown with a balloon, a wolf pack, and a martial arts star are all subverting the traditions of car ads, as the new Hyundai N-Line sports package for the i30 sedan is being introduced with a number of dark dream sequences.

Nursery rhymes appropriated by Australian rap artists set the scene for the AnalogFolk-made campaign film, which stars real people becoming heroes as they pursue their passions outside of their day jobs.

The ad aims to identify with the exact type of consumer that would love the new model, said AnalogFolk executive creative director Richard Morgan.

“Early on, we resolved that if you’re the sort of person who likes to curl up with a light Adam Sandler comedy on Netflix and an early night, then this isn’t the car, nor the spot for you,” he said.

Instead, Hyundai has targeted the those that have “a quiet, innate sense of competitiveness and love the thrill of driving.”

The campaign film was inspired by the virtual cockpit of the car, which lights up the driver in the dark.

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

“Setting the spot at night, when the senses are heightened and our hero characters are hard at work whilst most people are safely tucked up in bed, allowed us to interweave surprising, nocturnal elements in playful, non-linear ways, using the urban landscape as a backdrop.”

30 and 15-second cutdowns will support the campaign film and the campaign will also appear online and out-of-home.


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

Agency – AnalogFolk Sydney
ECD – Richard Morgan
Senior Art Director – Willy Maitland
Senior Copywriter – Alister McCann
Agency Producer – Angela Garofolo
Senior Designer – Robert Carter
Client Services Director – 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
Colourist – Billy Wychgel
Post Production – Elements
Stills Retouching – Cream Studios

Media Agency – Hearts & Science


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