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.