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.