The animation centers around the use of "limited" vs "unlimited" so it's only natural that the song references 2 UNLIMITED's "No Limit" because now we're mining the 90s kids! But wait, that animatio style, and the deaths, isn't that a teeny bit reminiscent of Dumb was to die? Why yes, yes it is.

Update: Hyundai and Innocean Do Another Dumb Way To Die

Client: Hyundai
Online campaign montage
Agency: Innocean Worldwide UK Ltd.
Directed by: Steve Small
Produced by: Studio AKA

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