Hyundai Motor Company, director & filmmaker Tom Kuntz, and R/GA London have collaborated on a campaign to launch N, the new performance line-up. The campaign, in which R/GA was responsible for strategy and creative, features the first product in the line-up, the Nurburgring-tested i30N. ‘Feel the Feeling’ is a collection of films inspired by Kuntz’ perspective on the N character; Mischief. Harnessing the experience of driving an N and its character, “Hairdryer”, “Cologne”, “Headphones” and “Launch” subvert the clichés of luxury advertising whilst using its recognisable aesthetic. The campaign features N-made products which bring to life the feeling of driving the car: a performance hairdryer, an ‘Eau de Burnt Rubber’ cologne, and headphones which blast out the roar of the engine. The approach is designed to feel ‘ironic premium’; a tongue[-stuck-firmly]-in-cheek poke at automotive and luxury brands taking themselves too seriously – with the line ‘Feel the feeling’, encapsulating this playful approach.
Media: TV
Category: Automotive
Client: Hyundai
Agency: R/GA London
Production: MJZ
Country: United Kingdom
Director: Tom Kuntz
Chief Creative Officer: James Temple
Executive Creative Director: Rodrigo Sobral
Creative Director: Edwin Latchford
Group Creative Director: Mark Fairbanks
Producer: Jessica Zogaib
Producer: Lara Baldwin
Senior Art Director: Dan Northcote-Smith
Senior Copywriter: Nick Moss
Executive Producer: Taraneh Khosrowshahi
Executive Producer: Alison Cummins
DoP: Darius Khondji
Simon Wassef - Executive Strategy Director
Charlie Smith - Group Account Director
Matt Deeming - Editor
Matias Alvarez - Associate Design Director
Mary Lynch - Production Assistant
Fiona Martin - Production Manager
Asylum Models - Models provided by
John Kirby - Music Composer
Editors: The Whitehouse
Russell Icke - Senior Editor
Iain Whitewright - Editor
Grading: Company 3 New York
Stefan Sonnenfeld - Senior colourist
Post Production and Visual effects: The Moving Picture Company London
Lisa Vaughan - Producer
Paul Wilmot - SFX Artists
Simon Holden - SFX Artists
Sound Studio: 750 MPH
Sam Ashwell - Editor