Hyundai's KONA Electric Brings Imagination to Life in Latest Spot

Hyundai's KONA Electric Brings Imagination to Life in Latest Spot

News by Roberto OrosaRoberto Orosa
Published: August 10, 2023

South Korean carmaker Hyundai just released a new spot promoting its all-new KONA Electric SUV.

The one-minute spot starts with the electric vehicle being chased down by a group of jousters.

The KONA Electric shows off its seamless movements and eventually loses the group before it twists and turns among streets filled with race cars, monster trucks, giant bubbles, and dragons.

As it goes full-360 inside a covered tunnel, it is revealed that all the events that took place were imagined by a young boy named "Noah" as he plays with a toy-sized version of the Hyundai car.

"When did you stop believing anything is possible?" the commercial writes.

Noah's mom then tells him that "it's time to go," and the kid boards the real-life KONA electric as he continues playing with his toys.

"NOAH" was created in collaboration with the advertising agency Innocean Berlin and produced by film director Nicolai Fuglsig.

Laura Rathai, Hyundai Motor Europe's Director of Marketing, shared the idea behind Hyundai's imaginative commercial.

"The all-new KONA comes packed with a range of innovative features that give you almost endless possibilities. A fact that we wanted to communicate with this campaign in an exciting way. And what is more exciting than diving into the imagination of a child? All based on our Hyundai Brand Spirit that people’s potential is limitless," she explained. 

Meanwhile, Innocean CCO Gabriel Mattar concluded that the latest spot was inspired by Hyundai's founder Chung Ju-yung. "[We] wanted to remind people that they should never forget they once believed anything was possible."

Edited by Nikola Djuric

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