Our European tour of continental ad campaigns heads to Berlin this week – well, they do need some cheer following the national football team’s capitulation on Tuesday afternoon – for the debut campaign for Hyundai’s first purpose-built all-electric car, the IONIQ 5.
As we all know, diesel and petrol are now deemed to be the work of Beelzebub, while electric cars are heaven sent (just don’t mention the high environmental costs of producing those massive batteries and the reliance on rare-earth elements such as neodymium, lanthanum, terbium, and dysprosium).
At the heart of the “Power your world” campaign is a film by Innocean Berlin. Created in collaboration with director Paul Ward, the spot is designed to showcase what the official blurb describes as “a contemporary look at the lives of today’s modern progressives” (whoever they may be).
But there is more: “Made for people with a modern mindset, who strive to get the most out of life and constantly find ways to empower themselves, their careers, and their families.”
So, you may ask, how does a mere 30-second ad achieve this? Why, by featuring “scenes shot from unusual perspectives, intercut by dynamic transitions that underline the upbeat and positive power of the campaign while keeping people at the core of its concept… to encourage everyone to trust in their own power to make things happen, to follow their ambitions, and to shape the future they want – with IONIQ 5 as their secret weapon”, of course.
Featuring “an empowering voice-over written in style of a modern poem”, the ad depicts the car being driven through town and country, with kids of various ages in tow, all smiling and waving and seemingly having a great time in their IONIQ 5.
Hyundai Motor Europe director of marketing Laura Rathai said: “We are taking an unusual approach for Hyundai Motor Europe in that we are speaking to young, progressive and active families. By putting the human element in the foreground and focusing on their lives and needs, we are showing them the benefits that they get from choosing our product.”
Innocean Berlin European chief creative officer Gabriel Mattar added: “IONIQ 5 is no ordinary car, aimed at no ordinary people. Our target audience has the ability to influence their surroundings for the better. By powering these people and the world around them Hyundai keeps its mission to give progress for humanity.”
So, what is the consensus around the Decision Marketing office?
Well, God bless ’em. Where they see “people with a modern mindset, who strive to get the most out of life and constantly find ways to empower themselves, their careers, and their families”, we see a few young families driving around in a motor.
Where they see “an empowering voice-over written in style of a modern poem”, we see yet another ad featuring a spoken word artist trying to flog stuff.
To be fair, the ad is not bad at all, even though it could be an ad for any car on the market, but the official blurb makes us not want to like it. Whether it would make us consider actually buying an IONIQ 5 is another matter.
Then again, I guess we’re simply not “people with a modern mindset, who strive to get the most out of life and constantly find ways to empower themselves, their careers, and their families”. Bah.
Decision Marketing Adometer: A “time to recharge the battery” 6 out of 10