I'm not in the market for anything Hyundai makes, but from an innovation and product design perspective they've done such a good job elevating their brand to the point where it will compete with industry bulwarks like the Civic and the Camry. How they were persuaded to buy such stale creative is beyond me. The Citroen and Audi spots that preceded it were edgy but at least darkly funny. This is a case study of why people hate advertising, and the back peddling as if it was not meant to be seen is so spineless. Is it really normal for clients to approve a one or two day shoot, and full blown editorial and online and sound mix? This is a finished spot and that costs a lot of money. Can someone please explain how something like this gets made?
Wouldn't they just sketch this out in a pre-vis instead of spending all that money?
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