The Hyundai "Feel the feeling"; campaign does what no-one else in the category is doing. It

shows what it actually feels like to drive a powerful car. Three face trembling, spine shaking,

mind scrambling films show three brave souls attempt to recreate the exhilaration in very

different ways.

One holds up a powerful hairdryer… to his own face. Another sprays himself with pungent

“l’eau de burnt rubber”. Finally, one listens to the deafening raw power of the engine… with a

totally unexpected outcome.

We wanted to skewer luxury advertising - the Calvin Kleins and Chanels of this world. So we

went bold, we used black and white, with flashes of blood red and bright blue.

This and countless hours spent getting the smoke and lighting absolutely perfect helped lay

the foundation for masterful cinematography: the strange, atmospheric ‘N’ world we

wanted, where both car and protagonist could come to life so dramatically.

News of the “Feel the Feeling” campaign quickly spread throughout the world, praising the bold

tone and humour. “Totally out there” said Ad Age, “Brilliantly weird” opined Little Black Book,

“The year’s most lunatic car ads” declared Ad Week, “Deftly skewers luxury advertising”

commented Shots. To-date the global press coverage has generated over 50 articles and 10

million media impressions.