The campaign centres on 22 videos, featuring celebrities such as actor Kevin Spacey, rap artist Devlin, England footballer Ian Wright and entrepeneaur Richard Noble. Each scene will highlight the celebrity being encouraged to think "differently" in a challenging situation. Hyundai says the celebrity videos will illustrate different types of thinkers: the word-smart, people-smart, number-smart, self-aware, musical, body-smart and natural.
At the same time, online audiences will be able to take a test themselves, and see which sort of thinker they are, comparing themselves with both their friends, and the celebrities.
The campaign utilises a wide range of Microsoft Advertising multi-platform media portfolio, including MSN, Xbox, Windows Live Messenger, and mobile platforms.
Chul Hwan Kim, head of Hyundai's overseas marketing group, says these channels delivered "relevant audieces through sophisticated targeting".
"Central to our decision was Microsoft Advertising’s previous experience and proven ability to successfully manage multi-market campaigns for big global brands."
Jonathan Oliver, senior digital strategist at Microsoft Advertising said: “We are delighted that the richness of Hyundai Motor’s new brand position has allowed us the freedom to develop such ground-breaking work in the digital space, with a company that is daring, innovative and willing to try something new."