New Hyundai Campaign by Jung von Matt/Neckar is an Ode to Light

Mar. 09, 2021

With the international campaign for the new generation of the Hyundai Tucson, Jung von Matt NECKAR once again shows how visually stunning productions and big thoughts can change brand perception - also based on product features, such as in this case the new light design of the SUV.  

Starting March 2021, the global campaign will be launched in various markets around the globe. It consists of film and moving image assets for TV and several online versions, as well as a new motif pool, presentation film and teaser, which already created curiosity around the newcomer from the Tucson family in September 2020. The teaser clip, which was realized using only CGI under lockdown conditions in 2020, focuses on one of the car's most obvious new features: the wing-shaped daytime running lights.

With the film "The power of light", the Stuttgart based agency, which has been working with Hyundai since 2017, is now launching the main campaign "Step in. Stand out." The heart of the campaign are spots in various cut-down versions that show different, personal spotlight moments in the everyday lives of the protagonists. The voice-over creates new awareness for the special power of light in general. Light, which is faster than anything else in the universe. It is light that illuminates shadows, bathes the sky in color and makes us see the world anew. And despite the big pictures, the extraordinary light design of the Hyundai Tucson plays the leading role.

Now as fourth generation, the Tucson is Hyundai’s best-selling SUV and flag bearer for its kind since it first launched 16 years ago. It features the widest range of electrified powertrains in the mid-size SUV segment, including plug-in hybrid, hybrid, and petrol and diesel options. As for styling, while still an expression of the brand’s design language, the evolution is clearly visible: clean lines and lots of angles creating a dynamic surface – especially as light hits the body of the 2021 model. “Kinetic jewel surface detailing” is the term Hyundai uses to describe the wing-shaped DRLs that merge with the complex grille, only visible when the daytime running lights are activated. 

In collaboration with Pierre Dupaquier (We are from L.A.) and photographer duo BAM, the project was realized under strict COVID-19 restrictions in Spain and Portugal in October 2020, as well as in a photo shoot in the Netherlands.

Daniel Adolph, Managing Director at Jung von Matt NECKAR, says:

"COVID didn't make it easy for us - but neither did we make it easy for the virus. Digital processes, clear rules and close cooperation with the headquarters in Seoul and the European one in Frankfurt led to great results."