Hyundai reveals Amazing Day ad with amazing budget to match
A new big budget TV ad for Hyundai by Innocean has seen a shoot spanning the barren salt plains of Ceduna, South Australia, Rio Tinto’s Ore Facility at Port Gambier in Western Australia, Strathgordon and Mt Wellington in Tasmania; the frozen lakes at Yellowknife, Alaska, a balloon festival in the Philippines; the Bullet Train yards in Tokyo; the grand fountains of Dubai Mall and the volcanoes of Hawaii’s islands.
The TV ad – “Amazing, day after day” is for Hyundai’s highest volume selling vehicle the i30.
The month long, four continents, time lapse shoot involved up to six Canon 5D and 7D cameras at each location.
The director was Brendan Williams.
Oliver Mann, marketing director of Hyundai Australia, said: “The sense of scale of the campaign demonstrates our confidence in our brand and the consumer confidence in the product. This campaign builds on the creative that we’ve already established with our key launches in 2010.”
Scott Lambert, Creative Director, Innocean, says “The Agency has been producing some outstanding work for Hyundai and I feel that this spot is a worthy member of the iSeries family of ads.”
The TV campaign is backed by online, print, POS and out-of-home.
Credits:
- Client – Hyundai Motor Company Australia
- Marketing Director, HMCA: Oliver Mann
- Senior Manager – Marketing Communications, HMCA: Alex Pinsuti
- Communications Manager, HMCA: Bilgen Tug
- Agency – Innocean
- Group Business Director, Tim Hiley
- Business Manager, John Larkin
- Creative Director, Scott Lambert
- Agency Producer, David Steindl
- Production Company – 8 Com Productions
- Director/DOP, Brendan Williams
- Producer, Annie Schutt
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I like it. It’s quite similar to this: http://vimeo.com/21294655
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Do you mean “big ad”?
For all those amazing locations that this ad was shot in, the production looks animated and the camera work isn’t particularly exciting or gripping at all.
Yawn*
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Perhaps you just built it up too much, but I was a little underwhelmed.. but if I had a client that would sign off a budget that would let me go see the Northern Lights I guess I’d jump at the offer too
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Visually Beautiful and good copy to match.
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Beautifully shot with stunning imagery, but relevance? ‘Amazing day after day’ is a stretch to tie the visuals in with the car. Sorry guys, it’s a lot of effort but I just don’t know that it’ll be rewarded…
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Great ad. Great car.
Love!
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All hands above the table lads!
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Strong execution. Nice feel for the brand.
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long live the big ad!
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To be blunt, it’s comes across as a cliche – more like those awful 90s global bank ads. Which is what happens when increased budgets, marketing and the Peter Principle collide.
You’d think they would take a leaf from the Hyundai global strategy and inject some customer insight into it, but you have to have some insight to do that.
It’s a pretty stealomatic, based on Nat Geo footage, topped and tailed with a product shot. Like their i45 waterfall, a tenuous visual device, shoe-horned where it doesn’t fit.
It’s similarly devoid of all emotion and relevance, like their local advertising in general. It sits somewhere between lazy and uninspired in the creative stakes.
I’d love to blame the agency, but Innocean’s work for Kia suggests they grasp the concept of meaningful advertising, so the blame is likely closer to the brief approver than the brief writer.
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They ended up going to Lake Gairdner, South Australia, not Ceduna.
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Good looking piece, but there’s always a problem when the conversation is about the budget and how many cameras it took rather than any form of idea.
You’ll never hear my mum gasp in amazement at the use of 6 5D cameras, which is shame because she’s in the market for a new small car.
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Just to put it out there, Yellowknife is in the Northwest Territories of Canada – not in Alaska, USA
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Right…
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I agree with Stacey, considering the build up, very underwhelming. A Big Ad? Not sure it gives the sense of that. Nicely produced, but will that monster budget and this ad really deliver the results they’re looking for. I doubt it…
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I’m sure shots of those nature beauties already exist and didnt need to be reshot?
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Likely, but stock footage won’t get a jolly around the world for the person signing the PO, will it.
Have none of you watched Truth In Advertising?
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