By John McCarthy

Hyundai is leveraging humour to promote its latest high-performance line, the N Class. In doing so it subverts the self-importance of luxury brands.

R/GA handled strategy and creative for the ‘Feel the Feeling’ series. Across four videos entitled ‘Hairdryer‘, ‘Cologne‘, ‘Headphones‘ and ‘Launch‘, the campaign takes clichés and leaves them in the dust, showing the untamable power of the N line.

N cologne smells like burnt rubber, N headphones immerse listeners in the noise of the N, and the N hairdryer overperforms blowing the user a little more than desired. Hyundai describes its positioning as ‘ironic premium’, Read full story ›

Source: The Drum