The decision. The tape. The pipe. The dramatic wait. The breathing, The music swelling. The disappointment.

The new iX35 has 100% water emissions.

It's also a lot like these ads: Suicide via carbon monoxide poisoning isn't what it used to be, and now Hyundai now join Citroën & Audi in Badland. TL;DR - the idea is not only shit, it's old too.

Hyundai - Pipe Job Ad agency: Innocean Worldwide Europe Chief Creative Officer: Jamie Colonna Creative Director(s): Jamie Colonna Creative Team: Mark Fiddes / Charity Charity Film Prod Co: Waspface Director: Paul Gay Producer: Tim Nunn Dir of Photography: Maje Zamojda Post-Prod House: Framestore Editor: Adam Spivey Audio House: Factory

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.