Hyundai is promoting its new performance car range, "N," with a funny and totally bizarre campaign directed by MJZ's Tom Kuntz, best known for standout comedy for brands like "Old Spice" and DirecTV.

The campaign, by R/GA London, features the first product in the line-up, the i30N, with the tagline "Feel the Feeling" and spoofs luxury product advertising, with bare-chested models with ripped torsos using "N" branded products.

One uses a hairdryer on his face with bizarre effects, another sprays himself in the face with a cologne called "Eau de Burnt Rubber" and a third, perhaps the most surreal, puts on headphones in the bath and turns into a horse. (The launch film, seen here, features all three scenarios). The black-and-white ads were shot by cinematographer Darius Khondji, who worked on films such as "Midnight in Paris" and "Okja."

The spots will be running on Hyundai digital and social channels. All aim to evoke the feeling of driving the car and, according to the agency, the approach is designed to feel "ironic premium" -- a "tongue (stuck firmly)-in-cheek poke at automotive and luxury brands taking themselves too seriously."

"Our aim with this campaign is to stand out of the crowd, to shake-up the staid formula of car advertising, and most importantly to have some fun with viewers," says James Temple, executive VP, chief creative officer EMEA at R/GA. "We want people to rethink their views of Hyundai as a practical, compromise choice, to a brand which shows people through the power of 'N' that they make cars that are fun to drive and which aren't like anything else out there,"

"It is our mission for more people to enjoy the mischievous grin you get when driving an i30N, and these films are just the start," adds Minsoo Kim, head of marketing division, Hyundai Motor Company. "Performance car advertising has been the same for decades and has become out of touch with what people really want .... This is N, and it's here to disrupt the category, to subvert cliches, have some fun and share a joke with performance car drivers who enjoy the feeling of driving a powerful car."