Hyundai's elegant retrospective traces its 70-year history back to its poor laborer founder

Innocean Berlin turns to the past to showcase new electric cars

Published On
Aug 15, 2019

Editor's Pick

Hyundai’s latest spot showcases its new electric cars and the future of its fleet—by looking to the past. A beautiful anthem film begins with a slow-motion rewind. But the story also moves backward through time, showing important moments in the company’s history.

The reveal of the Tucson 15 years ago transitions to the launch of the Stellar in 1983. South Korean women in traditional hanbok unveil the Pony, which launched in 1975. But the chronicle continues even before the founding of the Hyundai Motor Company in 1967. Before that, it was in construction, building roads, dams and infrastructure and winning contracts after World War II to rebuild Korea after years of Japanese occupation.

The two-minute film from Innocean Berlin and directed by Dante Ariola via MJZ traces the company’s roots all the way back to its founder, Chung Ju-yung, who began life a poor laborer hauling rocks. He tried and failed multiple times to escape poverty on his family farm before finally starting a construction and engineering firm.

In addition to the film, long-copy print ads tell the story of five other accomplishments Chung is known for, including his gift of 1,001 cows to begin peace talks with North Korea, the construction of the Soyang Dam, building the the Ulsan shipyard and Seoul’s hosting of the 1988 Summer Olympics.


Aug 15, 2019
Client :
Client :
Chief Creative Officer :
Gabriel Mattar
Executive Creative Director :
Ricardo Wolff
Senior Copywriter :
Reiner Gorissen
Senior Copywriter :
Chris Rocco
Senior Art Director :
Marlon von Franquemont
Senior Art Director :
Teco de Luccia
Senior Art Director :
Sebastian Pattis
Art Director :
Nicolaas Kotze
Copywriter :
Rohan Vitus Fernandes
Production Director :
Mark Rota
Business Director :
Andrea Razeto
Senior Account Director :
Sven Kübler
Account Manager :
Min Kyung Park
Strategy Director :
Sophia Goerner
Senior Strategy Manager :
Anna Nowak-Otto
Chief Executive Officer :
Scott Choi
Chief Operating Officer :
Andreas Cordt
Production Company :
Managing Director :
Helen Kenny
Representative Partner :
Representative Partner :
Michael Duttenhöfer
Producer :
Nathalie Hill
Producer :
Michael Duttenhöfer
Director :
Dante Ariola
Director of Photography :
Kasper Tuxen
Director 1st AD :
John Lowe
Production Designer :
Quito Cooksey
Editor :
Crispin Struthers
Edit :
Final Cut

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