Hyundai i45 'Fluidic Sculpture' campaign launches Sunday via Innocean and Disciple

Please, don't bore us with this shite on here.

But this is news.

It was filmed entirely 'in-camera'!

They have probably heard that if you have the film outside of the camera, it spoils it.

Wasn't 'Driven by obsession' done by VW?

Great so these tests prove i'm not going to get wet then. Thanks for that

A nice idea idea wasted on a crap brand

That is really cool. Well done.

I like meatballs.

....no, I LOVE meatballs.

1. If it was all done in camera why do you need Animal logic as the post company?

2. Every year there's a new technique that creatives flock to. In 2008/09 it was the tilt shift technique seen in 101 commercials. In 2009/10 it's this water drop thing. If you come at the start of the trend you look like a visionary. if however you come at the end... you look lazy.

So what is the big creative idea Disciple....besides flying in an interesting piece of technology from Canada?

Wasn't there another brand that just did a 'images in a water fountain' idea? Posted on this blog? I'm guessing they both went to the same technology showcase seminar...

That's impressive. I can't even take my car through a carwash.

shame on you.
this technique of execution was on campaign brief not that long ago. this should embarrassing for you.

Yeah Shame on you Pete and Tim...

You left your solid, secure jobs in the middle of the GFC to set up your own little shop, with no backing and just a belief that you wanted to back yourself, have some fun and do it your own way.

And now you're making big budget spots better than anything Saatchis have done for Lexus in a long time, with a 150 less people.

Shame on you indeed.

(The only real shame is you put it on this blog for all these cockless wannabees to play with when they run out of flies to pull wings off)

Onya.

Love from Melb.

Disciple are very creative. This isn't.

i think that is equally as stylish and technique driven as every other car commercial so i see no reason to slag it off for being a parity ad.

it even has more of an idea than most...so all those slaggers out there what is it that you have done exactly to throw stones???

i bet your houses are made of very brittle glass.

i might have a look at a hyundai.

well done buckers and brownski.

fellow friend of Mcburnie.

Nice Bruce...

hey Jay What is happening with your book? Is it out yet?

The tvc says 500 tests because no ones tougher.
Prove it.The water test looks good but is not a reason to buy.
This is technique over content.
Back to school boys.

More grandiloquence from the usual band of snoots.
This even makes Bruce look pretentious.
Bring it down to earth for a change.

They stuck a frickin SWORD in it, Andy!
Didn't you watch the commercial?

disciple are very creative and nice guys to boot.

just to clarify the credits.
Danny Ruhlmann shot beautiful cinematography
.in camera means no CGI

instead Animal logic did exhaustive design of graphics ,
Pre-viz and testing with us
ensuring they would translate well to the rig.
Visual liquid ,an Australian company combined their existing rain rig with an extra one from Canada to make it larger
.Elliot at Turning did the music and sound design by Simon Kane.

sorry its not out of focus , made on a red or a handy cam , or graded desaturated so its more down to earth...its not anonymous though is it?

It's one way to piss away the budget and end up with shite..

Disciple,

Have you got a thing about knives? Didn't you guys do the 'Knives' spot for Toyota Camry back in 2005? http://www.bestadsontv.com/ad_details.php?id=143c4

Love this spot, the tech may have been used before and it may look like something else but really it doesn't matter. It'll have the general public wondering about the tech and then the car (Which looks awesome in this ad) and surely thats the point?
Or are commercials made these days just to excite or disappoint the haters on this blog.

Great work

This sure didn't get the expected response. Regardless, I am glad to finally see a car back in a car commercial. Sure it will lead to better things.

Nice. I like it. My only comment is the art direction of the set, the look, lets it down a little. Makes it feel fake. If you could see a few more rough edges it might be cooler. Thumbs up though.

Pete and Tim are true aussie talents and great blokes.

They are not wannabes who need to write on a blog in a lame attempt to boost their anonymous ego's and anonymous credentials. I doubt they even read this shit.

For what its worth, I really like the spot. Simple idea, crafted beautifully.

If it had been done for Audi out of BBH London everyone would be singing a different tune.

V.

bruce, well done. the car looks amazing....

I’m actually horrified! There is just no original ideas anymore, are there???? Check out the below link… I’m speechless… And has cheapened the concept..

http://vimeo.com/10756110

Cloudy with a chance of showers.

Pete and Tim are great blokes but this technique has been done both in art and advertising.

What disappoints me most is that there have been TWO ads on campaign brief which used this technique without referencing or including the artist who originally created in 2008.

http://www.koeiaquatec.co.jp/
http://www.youtube.com/watch?v=0HeUixe_Lpg

Anyone can sit on youtube looking for gimmicky new technology to put in their ad. But this is rather old technology - saw it in a mall in Japan, circa 2007.

Still, if people in OZ haven been introduced to it, why not put it in an ad. It will amaze the average oxygen thief. Though that's who I assume they were trying to amaze in the first place, not us here on the blog.

Which inevitably leads me to the same conclusion as Jay! Should have saved the PR here for when you've got something creative to show...

I look up and see at least 20 people who had a shit weekend.

Wow. This is very similar to that stuff from paris. I think it's coincidence. Pete and Tim are too good to copy an ad from paris.

Beautiful ad, well done, but I'll never buy a Hyundai.

Shame. Water's been done before. In which case, pebbles might have been better. Tiny pebbles. Little metal BB's, maybe?

Perhaps the available technology could have been altered in post to have done something more unique?

Overall, a very good application of an interesting technique that may have gone further if more thoughtfully executed.

Let's face it, it's a technique not an idea - but that's what 99% of car ads end up being.

At least it's a visually interesting technique, if not wholly original.

So why are Innocean not coming up with the creative themselves? Aren't there creative teams at that agency? Why are they getting Disciple to do their work? Anyone know why? I'm curious about this arrangement.

Certainly better than the last. Sure those two are on the road to doing something really special.

Have to agree with Paula - in a big way. Nice find.
(Wonder if they used the Vimeo spot to sell their idea in?)

Originality is dead, died a long time ago.
Now there is rebirth, rebrand, redo, reconceptualise blah blah blah etc etc etc

Looks great and punters will love it.

If you're going to 'redo' something it might as well be Parisian and might as well be this.
Chances are if you know it already exists YOU are spending too much ripping ideas from you tube.........

Where can I get one, it'd be cool for swearing at the neighbours.

Looks like the creatives that are currently working at innocean are simply not good enough, hence the outsourcing.

This ad looks like nothing Holden, Ford, or Toyota has done in Australia.

You guys are so sad, go back to your DL brochures.

This is beautiful - unlike the crappy toyota animation that is supposed to appeal to me. Cars are generic they get you from A to B, bedazzling techniques that give you a new look are really important to get people to notice - it is part of the idea and thats valid.

And wow has this client's work improved since they left that shitful agency. I actually notice that this brand exists.

Totally agree with 3:19pm. Why is an ad agency outsourcing what it is paid to do -come up with ideas?

Collaboration is fine i.e a big ATL agency outsourcing, say, online production but in this instance it blatantly says 'we at Innocean lack the confidence to come up with winning ideas.'

As for people bagging Disciple, god they're a new shop getting work over the line for a major car manufacturer - that's effing good going.

"Totally agree with 3:19pm. Why is an ad agency outsourcing what it is paid to do -come up with ideas?
Collaboration is fine i.e a big ATL agency outsourcing, say, online production but in this instance it blatantly says 'we at Innocean lack the confidence to come up with winning ideas.'"

- you guys on this blog really are clueless.

Nice, 5.09.

Oh Jesus, calm down Paula at 10.04, or you'll run out of energy - you've still got every car ad that uses a car chase, every comedy spot that uses mistaken identity, every spot that uses tilt-shift to hate on.
It's a technique. Get over it.
The 'unsafe water ad' is great, but I doubt they developed that technology for the ad. In other words, they weren't 'original' by your definition either.

I think this ad is pretty good.
No reason at all to slag it off.

EL G

@May 24 4:46 - Quote - This ad looks like nothing Holden, Ford, or Toyota has done in Australia.

Surely thats a good thing?
Why would any one want a car ad to look like anything Holden and Ford do? They tend to be insipid blue collar commercials aimed at the lowest common denominator. Like a KFC commercial with wheels!

Who the fuck said it's nice to see a car in a car ad for a change?
Apart from Honda UK (Cog, Impossible Dream), who else is doing ads without featuring a car? Certainly nobody in this market. You muppet.

This is bland, no idea, could be for any car.
Ooh, there's a sword dropping down. Wow-wee. But it's made of water. So it's not really going to harm the driver is it? Lazy, lazy, lazy.

Hey, the penny's just dropped. The agency's name resembles a humungous body of H2O. The idea Tim & Pete came up with HAD to have something to do with water. Though maybe if they'd just dropped the car into the 20,000 metre deep Marianus Trench...

6:12 Was your mum smoking a crack pipe when she was carrying you?
Any agency of note in town outsources creative at some point or other.

12.49 You're the Muppet.
What about Toyota Hybrid (Better Together)?
http://www.youtube.com/watch?v=pLhzf7beHIM
No car in that one.
Wow fucking wee to you.

Just thought it worth pointing out, since no-one else had...
Innocean is Hyundai's in-house agency. Disciple I assume are their creative partner of choice. It's just a different way of working. And I think Hyundai sales have been pretty good in recent times.

The root of the problem here is not the water works. Its that it was shot like an overly sincere 90's car ad. Promising everything / Delivering nothing.

At the end of the day, they dropped water on a car in cool shapes. That's a great visual idea. Yet, the ostentatious manner in which this idea was executed infers that its a visual lie.

Just like Everyrday Amazing came across as a visual lie, this leaves the viewer with an eerie sense of untruth. Or, at the very least, confusion.

(yawn)... The product truth: Hyundai is water proof. Not much insight, this is a another example of execution over idea.

Why do i feel like i need to take a leak?

8.16pm Err, that's an for an engine. Not a car.
Anyway, the point was about your ridiculous comment 'at last, a car ad with a car in it.'
You've proved nothing.
Apart from the fact that you're an even bigger queeny muppet than I first thought.

5:52pm, agencies may well outsource work from time to time. I'm sure that it's generally done for legitimate reasons. My point is that in this instance that does not appear to be the case.

I suspect the relationship was strong and then they realised they didn't have the creative firepower to deliver....so they called up a competitor. Weak, weak, weak.

2.24 You're not making any sense. Try proof reading your comments before you post them. You muppet.

no car: http://www.youtube.com/watch?v=yW-XmTN8Q5M

Girls! Stop that hair pulling!

Look, you muppet, for every car ad, without a car in it, that you can drag up from YouTube, I can show you a hundred with a car in it.
I applaud the agencies that can be imaginative and make a point without having to show the car all the way through like every other car ad on tv.
You clearly disagree.
That's why your Hyundai spot is shit.
And you're a fucking muppet.
Goodbye.
Muppet.

10.41 Are you crying?

Its really nice to see a car in a car ad for a change

So harsh, nice to see the game is still about unconstructive slamming. ;)
Thank god I'm not having to do it anymore.
Some feedback, black silver and white in car ads are somewhat cliched these days.
The Euros brands have done it to death.
But it's use those visual cues to associate Hyundai to those "classic ads" and brands - well imitation is the best form of flattery - shame it's still not a European-made vehicle, yes it looks like a 90's BMW print ad in The Australian but moving on tellie...
anyway the allusion to testing to improve the rep of the somewhat less-than-robust brand is a good line, water testing, visuals are creative, good to see it executed.
music - saws being played to marry with the water shapes? Interesting association.
Moving the car around not easy, lot's of setup. Anyway good to see where the line goes.

Wonder what the brief was... Hyundai happy?

YOU ALL NEED TO GET A LIFE!
I think it's great and a great car too.