Cannes Lions

HYUNDAI SANTA FE

THE JUPITER DRAWING ROOM (SOUTH AFRICA), Cape Town / HYUNDAI / 2012

Overview

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Overview

Description

Going backwards isn’t easy. What better way to dramatize the function of the Hyundai Santa Fe’s reverse camera, than to do an ad that is in itself backwards? We did so by writing and recording a backwards radio script. We then flipped it, in much the same way as the reverse camera would. In doing so, we made backwards feel more like forwards.

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