Cannes Lions

Ideology

THE SWEET SHOP, West Hollywood / HYUNDAI / 2016

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The scene opens with a black-and-white close-up of British actor Tom Hardy. While he gazes beyond the screen he speaks of brand ideology in a low soothing voice.

“There was not a goal in mind, only questioning the world around us,” he says. “What can be different? What can be better? What is possible?” he asks as he jumps off a cliff, feet first, into the sea below.

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