The campaign demonstrates a renewed commitment to customer experience innovations with different commercials – about self-driving, Last-mile mobility, robotics, fuel cell vehicles – on how Hyundai offers quality time, real-life connections.
Hyundai Motor Company uncovered its new campaign video clips showing the brand’s vision. The clips talk about the brand-new technologies that will support humans in the near future. Facilitating human progress has been Hyundai’s underlying philosophy. Hyundai’s ‘Progress for Humanity’ puts a big emphasis on humans. They are the concept Elevate, the FCEV Nexo, and VEX the wearable robot.
The new global brand campaign ‘Because of You’ features four commercial videos and the Manifesto film(a published declaration of the brand’s vision). The films highlight Hyundai’s new aspiration for its brand in different cities of the world – spurring real-life connections between people and offering them quality experiences through its advanced mobility solutions.
Amsterdam, Netherlands: Last-mile Mobility
The first episode begins with showing downtown Amsterdam in the morning. Titled 08:45 Amsterdam, Kate, the CEO of a company, finds herself trapped in torpid traffic, unable to get to work on time. Then in a brilliant move, she gets out of her NEXO car in the middle of the street.
Then she hops onto a Hyundai electric scooter – an increasingly popular “last mile” Micro mobility device – zig-zagging her way through the jam to arrive at her office. The small electric scooter folds up and mounts onto a car. It is charged from electricity generated while driving. Now she’s not late for her meeting. Out of the window, she looks at her NEXO as it snugly parks itself after having arrived there autonomously.
Seoul, South Korea: H-MEX, the Wearable Robot
In the second clip, set in an early afternoon in Seoul, titled ‘13:08 Seoul,’ Korean para-athlete/archer Park Jun-beom competes in an archery game. To the surprise of onlookers, he stands up from his wheelchair, supported by the medical exoskeleton, and unleashes an arrow.
Thanks to Hyundai’s wearable robotic suit H-MEX (Hyundai Medical Exoskeleton) and its robotics technology, athletes experiencing physical disabilities can now compete on a level playing field, rising above their limitations. H-MEX provides individually-tailored gait pattern adjustment by calculating a series of factors, including walking pace, length of stride, and torso tilting angle. During filming, Park stood in front of a camera with actual anticipation that the H-MEX would upgrade the quality of his life. The clip also shows his mother at the filming location, supporting him.
Los Angeles, the United States: Autonomous Driving
In the third film, set against the backdrop of outskirts Los Angeles in the late afternoon, titled, “17:40 Los Angeles,” a young couple paraglides down on a mountain, while their Hyundai Nexo trails them smoothly along a winding road in autonomous mode.
After the scene shows the couple being reflected on the Nexo’s windshield, the man and woman touch down just ahead of the Nexo, and the three rejoin at a rendezvous. Tapping Hyundai’s autonomous driving solution, people can now pursue their passions at full capacity. The Hyundai Nexo has successfully completed a self-driven 190-km journey from Seoul to Pyeongchang in Level 4 autonomous driving. The car features advanced technologies that enable them to recognize surrounding vehicles, make better judgments at junctions, and navigate through toll gates. The vehicle is also able to pinpoint their position when going through underground tunnels.
Chongqing, China: Fuel-Cell Electric Vehicle
In the last film, shot in the Chinese city of Chongqing in the late evening, is titled ’21:58 Chongqing.’ An elementary school kid practices soccer on a field emptied by her friends after a lost match, disheartened, yet still longing for self-consolation. Soon all the light goes out when the clock strikes 10, adding to her disappointment.
Her mother, who has been watching her daughter all along, steps in, and plugs the Hyundai Nexo to a power supplier, illuminating the whole scene again. The child and the mother revel under the limelight as the Nexo powers their precious moment. Finally, the girl scores a goal. Back in 2017, Hyundai unveiled the Hydrogen House, projected by the Seoul city government, displaying its fuel cell vehicle Nexo connected to it. The Hyundai Nexo generated enough electricity to charge various home appliances such as air conditioner, TV, electric fan, or blender. The four episodes highlight Hyundai’s ability to upgrade the quality of people’s lives with new experiences.
Hyundai’s New Campaign: Showing the Future
All of the four episodes, which are coalesced into the final Hyundai Manifesto film, exemplify the various people using Hyundai mobility solutions can overcome the boundaries of time and space to enhance the quality of their experiences. Facilitating human progress has been Hyundai’s underlying philosophy since its very inception. A CEO, paragliders, and a girl who wants to be a professional soccer player show that the new technology is there for everyone.
The five films highlight Hyundai’s new aspiration for its brand – spurring real-life connections between people and offering them qualitative experiences through its advanced mobility solutions, including autonomous, fuel-cell electric, micro, and robotics mobility solutions. The campaign illustrates the various ways of Hyundai’s innovations, such as the Ioniq scooter or the electricity-generating Nexo, which would allow the re-imagination of the future, as well as enhance life experiences.
Starting from its new global brand campaign, Hyundai seeks to communicate with its customers around the world continuously. The commercial videos released back on November 1, available on the Hyundai Worldwide website and its social media.