Hyundai Motor UK has launched an eye-catching set of TV idents to support its sponsorship of Film on 4.
In what is Hyundai’s largest ever sponsorship deal in the UK, the campaign “Projections” shines a spotlight on the brand with film as the backdrop.
Hyundai sponsors Film on 4
Created by Innocean UK, the series of spots celebrates Hyundai’s award-winning and striking-looking new electric vehicle, IONIQ 5, as the star.
Making use of its Vehicle-to-Load (V2L) technology that lets IONIQ 5 charge and power other appliances, the idents begin with technicians plugging a projector into the IONIQ 5 and pointing it out of the passenger window.
The car then sets off on a journey to transform the streets of Liverpool and Manchester with projections inspired by different genres of film.
From a cowboy cantering along the side of a road, to a flying saucer landing down the side of a tower block, the eight different projections were all filmed for real and enhanced in post.
The cinematic feel is completed by the music, which was composed by Mercury Award-nominated Anna Meredith.
Matt Dunnakey, Head of Marketing at Hyundai Motor UK, said: “IONIQ 5 cements Hyundai as pioneers in the electrified mobility space.
“By using the Vehicle-to-Load technology, we can celebrate cinematic experiences in the heart of UK cities, supporting the launch with mass awareness of our no-compromise approach we’re taking with our EV-exclusive IONIQ brand as we journey towards decarbonising road transport.”
Dom Sweeney, Head of Creative at Innocean UK, said: “Film has the power to change your world. It takes you to somewhere new, whether that’s a different planet or a different moment in time.
“So, we’ve used IONIQ 5’s V2L technology to do the same. Sponsorship idents are a great creative opportunity that often gets overlooked, and it’s been a real treat for us to work on something so elegant with such a great product feature at its heart.”.
The sponsorship deal has been brokered by JUMP, Havas Media Group’s content and partnership division.
The new creative runs across Channel 4’s portfolio of channels from 6th November 2021 onwards.