Brand Vision

Hyundai (Brand Vision) from Trizz Studio

Back in the early 1990’s I attended a lecture on automotive advertising that made a comparison to the way cars are, or were advertised in Japan at the time versus the United States. In Japan, it was less about the car and more about the mood or feeling. Here in America, little has changed. Most car ads talk about how fast you can go, how much you can haul, will this vehicle help you compensate for something missing in your life, etc. It was and still is an interesting comparison as to how different cultures perceive product relationships and branding. For example the video below, not for a Japanese car, but for Korean Hyundai. The video is an abstraction on relating to the automobile Hyundai’s design sensibilities. It is a short film that combines natural senses and emotions with visual abstractions that relate to what the product stands for; confidence, essentials, refinement, sensuality, effortlessness. It conveys all of this without ever showing a single Hyundai car, and not revealing the brand until the very end of the clip.

The video is an abstraction on relating to the automobile Hyundai’s design sensibilities. It is a short film that combines natural senses and emotions with visual abstractions that relate to what the product stands for; confidence, essentials, refinement, sensuality, effortlessness. It conveys all of this without ever showing a single Hyundai car, and not revealing the brand until the very end of the clip.  What a completely different approach to branding, and one that is the polar opposite of the way automotive branding and advertising is handled here in the good old US of A.

Produced by Trizz Studio for Innocean Worlwide and Hyundai, this is a fantastic blend of CG work, live action footage, and sound design. High production value, and the opportunity to create an abstract representation of what the Hyundai brand represents helps to sell this piece. I think it is wonderful, and frankly would like to see more car ads like this, but I know for a fact no agency in America is ever going to pitch this kind of concept to an automotive client, let alone have an automotive client actually buy in, here in America.

WAtch it full screen and turn up the volume.

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