Hyundai breaks free in new campaign
Hyundai Motor Company Australia has launched a campaign to promote its new model, the New Generation i30. The TVC uses a montage of pieces of dialogue from one man’s life to create the the lyrics to the Queen anthem, ‘I Want To Break Free’. The editing style is known as supercut, a technique which has been hugely popular online.
The campaign, created by Innocean, runs across television, online, print, POS, and cinema.
Innocean creative director Scott Lambert told Mumbrella 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”.
It’s not the first time the Queen song has featured in a TVC, with satellite navigation system brand Tom Tom using the song in a viral video released last year which starred John Cleese.
Oliver Mann, marketing director, Hyundai, said in a release, “The current i30 has been a landmark car for Hyundai and the new generation model is packed with features that will ‘free’ owners to
live a richer life. The campaign we’ve developed with Innocean has brought this to life in a fresh way, built around a very familiar soundtrack.”
Credits
- Client – Hyundai Motor Company Australia
- Marketing Director, HMCA: Oliver Mann
- Senior Manager, Marketing Communications, HMCA: Alex Pinsuti
- Brand Communications Manager, HMCA: Kate McGeoch
- Brand Communications Coordinator, HMCA: Stewart Parnaby
- Agency – Innocean
- General Manager: Amanda Wheeler
- Creative Director: Scott Lambert
- Creative Team: Mike Lind & Andy Healy
- Group Business Director, Tim Hiley
- Senior Business Manager: John Larkin
- Planning Director: Kathy O’Connor
- Head of Broadcast: Tania Templeton
- Production Company – Prodigy Films
- Director: Steve Hudson
- Executive Producer: Jonathan Samway
- Executive Producer: Nerissa Kavanagh
- Producer: Sarah Nicols
- DOP: Robert Humphries
- Editor: Richard Learoyd
- Sound: Song Zu
hmm…not a bad little tvc
User ID not verified.
Nice spot, love the use of the Queen track
User ID not verified.