Hyundai is a company that was built from the ground up by one family. Thanks to Korean discipline, perseverance and hard work, the company is now one of the world’s biggest car manufacturers.

In Europe, the Tucson is the best-selling model. So, when the new model was launched in 2018, we also saw the European campaign as an opportunity to level-up the brand perception.

The story of this film is based upon the insight that successful people often don’t get properly recognised for their efforts. When judged from the outside, it’s easy to think that they just got lucky.

We follow the struggle of a man working around the clock to achieve his goals, being private or professional. And funnily enough, the harder he works, the luckier he seems to get.

The song “Lucky Lucky Lucky Me” by Evelyn Knight is the spinal cord of the film. As we see a man working hard to make ends meet, the lyrics describe someone living a lucky life.

With an upgraded design, spacious interior, and new comfort and safety features, the new Tucson offers a complete package for hard-working people who don’t make compromises in life. And that is something the brand knows all about.

As the company itself is also a result of big efforts, we decided to celebrate hard work in the campaign. Not with an explosion of testosterone. But with a human, true-to-life story, told in a light-hearted and entertaining way.

As some markets don’t have big media budgets, we needed an ad that would instantly grab people’s attention. We knew the music could play are crucial role to achieve this.

Mainly thanks to the song, the campaign reached 136 million impressions online. Many people were instantly caught by the music, resulting in millions of views and comments on Youtube – and thousands of Shazams and Spotify plays. On top, our song reached the top 5 of most-Shazamed ads in the UK.

The campaign helped Hyundai to increase sales and achieve the best-ever Q3 in 2018, with the Tucson still as best-selling model.