Hyundai Motor UK is bringing to life its largest ever TV sponsorship deal with new creative that transforms everyday city scenes into mobile cinematic experiences, all powered by the IONIQ 5. It will feature as part of a 12-month sponsorship deal with the British broadcaster Channel 4 for its Films on 4.
Film has the power to transport viewers, taking them to somewhere new, whether that’s a different planet or moment in time. Hyundai is transforming the world around people as part of an eleven-part series of idents, highlighting the innovative standard interior features of the IONIQ 5.
The idents feature a specifically commissioned soundtrack by award-winning composer and producer, Anna Meredith, 2020 shortlisted artist of the Hyundai Mercury Prize.
Using the unique Vehicle-to-load (V2L) technology featuring on IONIQ 5 models, Hyundai plugged a portable projector into the car and pointed it out the passenger window to celebrate iconic cinematic genres.
From a cowboy cantering along the side of a road to a flying saucer landing down the side of a tower block, the projections were filmed for real and enhanced in post-production. Other than the projector, no modifications were made to the car when capturing the footage.
The series of sponsorship idents, created by Innocean UK, focus on the striking design and technology of the real star of the show, the all-electric Hyundai IONIQ 5, as it aims to build awareness and boost perceptions of Hyundai.
The first car in the new electric vehicle (EV)-exclusive IONIQ brand, and the first Hyundai built on a new dedicated E-GMP battery electric vehicle platform, the IONIQ 5 heralds a new era for electric car design, performance and capability. It’s certainly a car we enjoyed testing here at electric drives.
Matt Dunnakey, Hyundai Motor UK head of marketing, said: “IONIQ 5 cements Hyundai as pioneers in the electrified mobility space. By using the vehicle-to-load (V2L) technology we celebrate cinematic experiences to support mass awareness of our EV-exclusive IONIQ sub-brand as we journey towards decarbonising road transport.”
