Hyundai launches ‘Driven by obsession’ campaign

Tim Burrowes

May 24, 2010 9:25

Hyundai Motor Company Australia has launched a campaign for its new mid-sized sedan i45, with its ads featuring water droplet technology that creates shapes from cascading water.

The TV ad shows individual water droplets falling and creating shapes as they hit the car. One of the key images is a massive sword being “thrust” into the i45.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.