Hyundai's latest campaign, 'Where Have You Been?' created with Innocean UK, follows up on the brand’s successful 2023 pronunciation ad with an engaging, humorous twist. Directed by Jeroen Mol and set against the backdrop of '90s nostalgia, the ad features the award-winning 'IONIQ 5 N' -- named World Performance Car of the Year 2024 -- and a middle-aged character hilariously trapped in the past, complete with his retro wardrobe and '90s attitude.
This creative sequel imagines a world where those still mispronouncing 'Hyundai' must have been out of touch for decades, like an alien abductee making a surprising return. As he reunites with modernity, the sleek, innovative IONIQ 5 N becomes the undeniable scene-stealer, emphasizing how far Hyundai has come. The humorous concept brings awareness to the brand's evolution, reinforcing Hyundai’s forward-thinking image.
Launched on November 4th, the campaign will run across major TV networks, cinemas, and digital platforms until January 5th, promising to capture audiences with its playful take on brand transformation.
Humorous Automotive Campaigns
Hyundai’s 'Where Have You Been?' Ad Merges Nostalgia and Branding
Trend Themes
1. Retro-themed Advertising - Hyundai's nostalgic '90s theme in their 'Where Have You Been?' campaign highlights the trend of retro-themed advertising as a compelling way to engage modern audiences.
2. Humorous Brand Marketing - The use of humor in Hyundai's campaign, featuring a character hilariously stuck in the past, showcases the growing trend of brands adopting comedic elements to enhance recall and relatability.
3. Integrated Multi-platform Campaigns - Running the Hyundai ad across TV, cinemas, and digital platforms exemplifies the trend of integrated multi-platform ad campaigns aimed at maximizing reach and engagement.
Industry Implications
1. Automotive - Hyundai's campaign emphasizes the automotive industry's shift towards innovative and performance-oriented electric vehicles like the IONIQ 5 N.
2. Advertising - The 'Where Have You Been?' ad illustrates how the advertising industry leverages nostalgia and humor to create memorable brand impressions.
3. Media and Entertainment - The distribution of the campaign across major TV networks, cinemas, and digital platforms reflects the media and entertainment industry's role in amplifying brand messages through diverse channels.