Hyundai finds the rush of driving...in the bathroom?

You wouldn't think a bathroom would be a good setting for introducing the world to a new brand of performance cars. But this series of global videos for Hyundai's 'N' line by R/GA London proves that you'd be wrong.

The spots are amusing for their surreal touches and the way they subvert the cliches of luxury ads. The tagline, 'Feel the feeling', is also excellent, because it's bad on purpose but nonetheless fitting for what the brand is trying to get across. And Ad Nut likes the performances, in particular the facial expressions of the gentleman who can't get enough of the 'Eau de Burnt Rubber’ cologne (below).

For ad aficionados, there's an additional layer of amusement to savor: The ads are directed by Tom Kuntz—he of Old Spice's famous 'The man your man could smell like' spot, which of course also features a shirtless and well-muscled man in a bathroom.

A fan of symmetry, Ad Nut doesn't like the third spot (below) quite as much as the two above. A pair of headphones (unlike a bottle of cologne and a hairdryer) isn't a bathroom item. And the man's transformation into a horse isn't mirrored in the other spots. But on its own it's still fun. 

This last video interleaves all three stories and perhaps loses some punch because it's a bit harder to follow:

Here's an agency quote, from James Temple, R/GA's EVP and CCO for EMEA:

Our aim with this campaign is to stand out of the crowd, to shake-up the staid formula of car advertising, and most importantly to have some fun with viewers. We want people to rethink their views of Hyundai as a practical, compromise choice, to a brand which shows people through the power of ’N’ that they make cars that are fun to drive and which aren’t like anything else out there. 

Of course, whether Hyundai can convince people it's a credible maker of exciting cars will come down not to the advertising but to the cars themselves. The N line seems to be off to a decent start in that respect.

CREDITS

Hyundai Motor Company:
Steve Seongbong Lim: Team Leader, Brand Communication Team
Cheol Jung: Manager, Brand Communication Team
Jake Jaesun Lee:Manager, Brand Communication Team
Cera YounKyung Noh: Assistant Manager, Brand Communication Team

R/GA:
James Temple:  EVP, Chief Creative Officer
Simon Wassef: Executive Strategy Director
Rodrigo Sobral:  Executive Creative Director
Mark Fairbanks: Group Creative Director
Edwin Latchford:Creative Director
Dan Northcote-Smith: Senior Art Director
Nick Moss: Senior Copywriter
Charlie Smith: Group Account Director
Taraneh Khosrowshahi: Executive Producer
Alison Cummins:Executive Producer
Jessica Zogaib: Senior Producer
Matt Deeming:  Editor
Matias Alvarez: Associate Design Director
Mary Lynch: Production Assistant: 

Production: MJZ London: 
Tom Kuntz: Director
Darius Khondji: Director of Photography
Lara Baldwin:Senior Producer
Fiona Martin:Production Manager
Asylum Models: Models provided by
John Kirby: Music Composer

Editors: The Whitehouse: 
Russell Icke: Senior Editor
Iain Whitewright: Editor

Grading: Company 3 New York:
Stefan Sonnenfeld:  Senior colourist

Post Production and Visual effects: The Moving Picture Company London
Lisa Vaughan: Producer
Paul Wilmot: SFX Artists
Simon Holden: SFX Artists

Sound Studio: 750 MPH
Sam Ashwell: Editor

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. Check out Ad Nut's Advertising Hall of Fame.