Hyundai Worldwide has release a promotional film for the new ‘N’ Performance brand, rather devoid of the usual imagery and poking fun at luxury goods.
The new Hyundai i30 N is now in the wild, and lapping up plaudits for its take on the hot hatch and, in the process, starting to change car buyers perceptions of what Hyundai is even further.
With almost universal praise for the balance Hyundai has achieved with the i30 N – with its willing engine, impressive dynamics and value for money – Hyundai must be buoyed by the plaudits, and keen to roll out the N Brand further.
But building a brand isn’t just about ‘Build it and they will come’, it’s about perception and values too.
So in an effort to inform the world what N Performance means, Hyundai Worldwide has released a Brand Film for the N Brand. And it’s a bit odd.
You’d expect the usual moody product shots and mellifluous voiceover – and both are present and correct – but what we really didn’t expect is a proper, tongue in cheek, piss-take from the Koreans.
Yes, the ‘N’ features throughout the film – and an i30 N roars in at the end – but the rest of the film is about taking a swipe at lifestyle products and their advertising (and buyers of such products).
So there’s lots of moody shots of scantily clad torsos, a man in a bath with headphones getting a horse’s head, a galloping slow-motion Grey stallion, perfume, headphones, hair dryers – and more.
But it also points a finger at the people who buy the most expensive there is without any real discernment, or taste, and their shock and surprise that N Brand can deliver.
It’s a good concept, but it’s perhaps a bit too clumsy a dig to be properly clever. It needed a bit more finesse, and maybe a bit less gurning and fewer (if any) metaphorical arrows pointing to the ‘joke’
After all, most buyers of the N Brand won’t be overpaid footballers with a wallet the size of a bank vault and an IQ the size of an aglet. They’d understand a bit more subtlety.
Hyundai N Brand Promotional Video