Nocturnal passions fuel edgy new TV campaign for Hyundai via AnalogFolk Sydney
Global digital creative agency AnalogFolk Sydney has created a moody new campaign to launch Hyundai’s new N-Line sports package for the i30Sedan, launching across YouTube, Instagram, Facebook, Twitter and cinemas.
The 90-second launch film ‘After Dark’ takes a non-traditional approach to a traditional car category with dream-like sequences and a quirky, original soundtrack featuring deconstructed nursery rhymes and rap using only Australian talent.
The spot also stars real people, not actors, who pursue their side hustles and passions outside of their day jobs.
AnalogFolk executive creative director Richard Morgan said the campaign aims to capture the attention of people who have a quiet, innate sense of competitiveness and love the thrill of driving: “Early on, we resolved that if you’re the sort of person who likes to curl up with a light Adam Sandler comedy on Netflix and an early night, then this isn’t the car, nor the spot for you.”
The car’s all-new virtual cockpit helped inspire the idea to set the campaign at night, when the car, like the hero characters who drive it, light up and come alive.
Says Morgan: “The need to step outside of our comfort zone and overcome barriers – real or imagined – is something that our audience intuitively understands. Setting the spot at night, when the senses are heightened and our hero characters are hard at work whilst most people are safely tucked up in bed, allowed us to interweave surprising, nocturnal elements in playful, non-linear ways, using the urban landscape as a backdrop.”
True to the new Hyundai i30 N-Line itself, the campaign disrupts many Australian automotive conventions and traditions, using a combination of technology, performance and youthful attitude.
The campaign of 90-, 30, and 15-second cutdowns is running now, supported by online and out-of-home.
Client – Hyundai Australia
Director of Marketing – Kevin Goult
Marketing Manager – Helen Gilmartin
Product Marketing Specialist – Muroa Zorah
Agency – AnalogFolk Sydney
ECD – Richard Morgan
Senior Art Director – Willy Maitland
Senior Copywriter – Alister McCann
Agency Producer – Angela Garofolo
Senior Designer – Robert Carter
Group Account Director – Jonny Sycamore
Project Director – Emily Entwisle
Strategy Partner – Ben Hourahine
Managing Director – Matt Robinson
Production Company – The Hooligan Collective
Director – Dylan Harrison
Producer – Ash McLeod
DOP – Peter Eastgate
Editor – Matt Bennett
Composer – Shaun Clifford
Singer – Julian Joseph
VFX – Cumulus
Colourist – Billy Wychgel
Post Production – Elements
Stills Retouching – Cream Studios
Media Agency – Hearts & Science
38 Comments
Student film
I’m genuinely so confused.
Did the brief just say “MILLENNIALS!”
Wha?
So refreshing! Great to see a big brand do something different.
For someone not into cars, I’m into this.
This has real stand out. The Clown’s a bit random but hey, it got my attention and I watched till the end. Hats off.
Confused ‘whacky’ woke garbage. Proof if any more were needed that most digital agencies can’t make TV ads.
ayyye lmao
… to PR this so soon after 2 very good Suzuki ads were posted here
if it was about 60 seconds shorter, made sense and was a good idea.
Feel for the agency. There are a few nice, slightly-random visuals in it and the track is interesting. But it’s basically an out of touch client making them shoot a hype reel with enough skateboarding, DJs and neon to appeal to the kids.
To the haters on here who have forgotten how advertising works:
This is fresh, interesting, and completely different for both the brand and the category.
Hats off to both client and agency, for not following the same cliched path as every other auto campaign.
If you can’t find anything to say about the product, just fill the ad with weird shit and a cliched sound track.
A triumph of style over substance.
Awesome track, cool visuals – well played.
Great piece of film. Action packed from start to finish.
Suzuki is cleverly not taking itself too seriously. This is trying way too hard to be down with the kids. DJing to the crowd of mannequins is gold.
Looks like lots of bored people are out in force today. It’s cool- get over it.
Too long, too much, doesn’t say anything and makes me feel confused about what the brand stands for.
Arrgh! Mica’s awful Toyota cats ad is back!
Oi i done foxes in an alleyway way back
https://www.youtube.com/watch?v=Bxjdg_D5YQY
More Ylvis than Wiley
https://youtu.be/jofNR_WkoCE?t=48
well that was a whole of nothing
Wait! Why weren’t we given this brief?
@Another agency Say something about the product. Something, anything.
Don’t tell us it’s over. We still have so much to give
I’m so, so confused.
This could be a Ted talk about how to make bad ads.
What just happened?
I also have nocturnal passions and want to feel ‘edgy’
That’s a long way to go to sell a heap of shit to middle-aged Chinese uber drivers.
What does anything in those 90 seconds have to do with the car? In anyway. What am I meant to think about the car having seen it? Genuinely bewildered as to what this is meant to achieve, other than satisfy some CD’s artistic vision of furry level fox masks at night.
“The need to step outside of our comfort zone and overcome barriers – real or imagined – is something that our audience intuitively understands. Setting the spot at night, when the senses are heightened and our hero characters are hard at work whilst most people are safely tucked up in bed, allowed us to interweave surprising, nocturnal elements in playful, non-linear ways, using the urban landscape as a backdrop.” Ha ha
Part ad, part music clip, this is actually fresh. To all the so-called ‘creatives’ on here who seem genuinely affronted by the lack of voice over or titles ‘explaining’ all the car’s features that I supposedly need to know; actually I don’t. I got it; but thanks for your concern. Please now return to your retail briefs and don’t forget to dutifully list all the client mandatories that we all need to see in your next big breakout ‘idea.’ Maybe try putting the talent in clothing that subtly matches the brand colour too; that subliminal branding trick always works.
It’s not a fart joke. So it’s a massive step up for the brand.
Love the prisoner escaping? What on earth? Or was he a drunk in fancy dress? If you really want to remind yourself how this stacks up, watch Puma after hours athlete or VW night drive. Then you will truly realise the calibre of this video.
Dude no one is jealous because they’re chained to a desk writing retail copy. This ad is genuinely trash.
Honestly, seems like a bunch of old men tried to make a ‘cool’ ad… the young and broke won’t think this is cool and the old and rich won’t get it. This ad proves advertising is a money wasting joke.
My nocturnal passion for edging was unsatiated. I give this self-masturbatory aid 2 cum rags out of 5.
A pretty exceptional spot for an ultra-conservative brand that’s failed to do anything notable or different in recent years. Well done to all involved.