Hyundai Australia and boxer Lauryn Eagle go from sexy to angry in new online campaign for the Veloster SR Turbo via Innocean Worldwide
Hyundai Australia has engaged Australian champion boxer, Lauryn Eagle, to headline an online promotion for the company’s striking new sporty coupe, the Veloster SR Turbo. Lauryn features in an open-ended short movie trailer ‘Sexy gets Angry’, and participants can win a drive-day with her by suggesting how the movie clip should conclude via Innocean Worldwide.
Shot with a hint of Tarantino and a soupçon of tongue in cheek, the campaign sees Eagle caught up in an imaginary jewel heist, her Veloster SR Turbo unexpectedly becoming a getaway vehicle. With plenty of attitude and pace, the high impact two-minute short film showcases the assertive temperament of the Veloster SR Turbo.
The Veloster SR Turbo, launched in early August, follows in the footsteps of the naturally aspirated Veloster whose sales have topped the hotly contended sports car category every month since its introduction in February 2012.
The Sexy Gets Angry competition is running exclusively on the Hyundai Australia Facebook page from 29th August to 5th October 2012, and gives participants the opportunity to influence the closing scenes of the movie by suggesting the direction Eagle should take at the movie’s conclusion.
Three lucky entrants, plus three friends, will win a place at a Veloster SR Turbo drive-day, to be held at Eastern Creek Race track in Sydney in October 2012. The prize winners and their companions will join Eagle for the opportunity to drive the Hyundai Veloster SR Turbo with a professional driver, who will offer instruction and expert driver tips and techniques.
For an opportunity to win the Sexy Gets Angry competition, contestants simply ‘like’ the Hyundai Facebook page, watch the short-film online and in 50 words or less submit a closing synopsis for the short-film.
Says Oliver Mann, Hyundai Motor Company Australia’s director of marketing: “The Veloster SR Turbo reveals the confident, dynamic face of the Hyundai brand. It’s a chance for the communications to take a more unusual, irreverent direction to engage with what is a youthful target market. We are looking forward to seeing the response to this energetic campaign.”
The Hyundai Australia Sexy Gets Angry launch campaign is supported by outdoor, print media and a suite of digital marketing activity including high impact advertising placements on YouTube, and an extensive online campaign on sites including; ninemsn, Yahoo 7!, MCM, CBS Interactive, Drive TV and mobile activity. In addition, a Twitter campaign will be managed by Eagle herself.
Production Company: BlackBerry Films
Director: Gemma Lee
Producer: Charlie Clausen
Post Production/Animation: Heckler
Music and Sound Design: Basil Hogios/ Gingerbread Man
Agency: Innocean Worldwide
Creative Director: Scott Lambert
Agency Producer: Tania Templeton
Art Director: Lyndal Josephine Kearney
Copywriter: Tim Brothers
Account Director: Damien Pashby
Client: Hyundai Motor Company
Senior Manager Marketing: Alex Pinsuti
Brand Communications Manager: Kate McGeoch
Brand Communications Coordinator: Stewart Parnaby
26 Comments
“Shot with a hint of Tarantino and a soupçon of tongue in cheek”…yikes.
There is only one instance where a campaign line like “Sexy Gets Angry” can be forgiven, and that’s when it’s a direct back translation from Japanese (or Korean) and the entire local management will be forced to commit seppuku by the head office if it’s not used as per.
Makes quite an interesting looking car, look really crap and cheap!
Quentin is filing suit . . . with a large revolver.
I am sure everyone at the agency will be saying “look we didn’t have much dosh….and this was a pretty good effort”….but it ain’t.
Its hokey and makes the brand look cheaper than it already is.
Oh my…
Talent???
Sound track?
AE ‘film grain’?
WORSE EVER.
I’ve puked up things with more personality and style.
The less money the MORE creative you have to be. This, is not creative.
I’m no snob, but the Eagle has definitely landed.
Deer. Headlights.
Pay peanuts. Get monkeys.
At any price, this execution, and it is precisely that, an execution of the car, of her career (can we say she had one?), of the brand in general, and hopefully of these dime and a donut web films that agencies are selling to their clients, is about as amateurishly done as one can imagine . . . beyond imagination truthfully.
This is a huge fail for this agency, who have by-and-large done good work for this brand.
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You wanna know whats cool? Talent.
Did u saw a nice tutorial on Deviant art? But simply can’t pull it off?
Did u ran out of “grungy” fonts in dafont, and dont know what to do?
Or simply you wanna be like the big boys and do “cool” stuff?
We can help you! Stop Being the jokes of your peers and say good bye to crappy layouts forever.
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Good one dickhead.
Looks like a Target commercial Collider did 8 years ago.
i kinda liked it actually
I thought Gemma Lee was at Collider?Don’t they do their own post?
I forget to prof read! – Spoken like a suit or even worse a copywriter with art direction envy!
Don’t let those mean boys get to you girls!
Just get yourself off the mat and make something good next time – it’s not that hard really. All the best
@Ad-Envy
Go back and read the comment “I forgot to proof read” was referring to?
It was one of the most ill-thought out posts ever to appear on this blog.
Defending it makes you look like a fool.
Terrible, it hurt my eyes.
Is that a matte finish? Sweeeeeeet.
great. haterz gonna hate.
A mashed up version of Drive meets Tarantino meets a 10 year director from Youtube.
@ Confused. Lee has almost gone through every post house for free, maybe Collider next. Its a small industry.
Wow – this reaaally sucks. Please explain.
Surely No decent creative could have even handled this – MUST have been an inhouse job. right lynda?
WOW,
does this car actually go any faster than 30km/h an hour? “Angry”?!! Rather looked like a Road Safety campaign on “safe overtaking within school zones” by the RTA.
And who’s idea was the use of spray paint drips anyway?! Did I miss something? I thought these “urban/street graff look” clipart bits were on trend 6 years ago and disappeared after that for good reason…
While it is lovely that they hired the beleaguered Cecilia Gimenez to draw the animated frames, how come they didn’t give the poor old lady a credit?
I was going to get one of these but targeting it to a female only audience has put me right off, pity it’s a great car for the price.
I was going to get one of these but targeting it to a female only audience has put me right off, pity it’s a great car for the price. Why? O/s it’s targeted differently.
Looks like another bad version of a great idea presented at FCB….