Hyundai Shows You How to Say Its Name in New Spot from Innocean UK

Hyundai UK just launched a hilarious new national TV commercial that shows viewers exactly how to pronounce its name. 

Made with full-service creative agency Innocean UK, "Where Have You Been" revolves around the return of a man brought back by the aliens that abducted him to reunite with his loved one.

Along the way, he discovers the new Hyundai IONIQ 5 N, which the automotive company proudly proclaims as the winner of the World Performance Car of the Year Award 2024. 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Hyundai UK (@hyundaiuk)

Notably, the new spot is also directed by Jeroen Mol — the same director who worked on the brand's successful "New Dawn" advert last year. 

Hyundai Motor UK Head of Brand Communications Richard Wolfe shared that the brand wanted to build on the theme of last year's campaign and the "changed local pronunciation without being repetitive."

Meanwhile, Innocean UK Head of Creative Dom Sweeney shares the story behind the campaign, seeing the IONIQ N model through the eyes of an abductee from the '90s. 

This peculiar yet hilarious narrative allowed the agency to show the progress Hyundai has made over the decades, giving them a "great excuse to have some fun with the '90s nostalgia."

Following the success of its previous film, it's no surprise Hyundai is sticking to its formula of using humor and wit to convey its message. 

It's a tried-and-tested brand marketing strategy for the brand, bringing laughs along with recall. 

How Do You Say Hyundai?

"Where Have You Been?" kickstarts with a man descending from an alien spacecraft à la "Mr.Bean."

Foreign to his surroundings, he begins to inspect the new Hyundai IONIQ 5 N he found on the front lawn of someone's house, with a state-of-the-art interior that amazes him. 

Startled, the car owners then rush towards the man with a baseball bat, before finding out they actually know him.

"James?" the woman asks. The interaction is then revealed to be a reunion 30 years overdue. 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Hyundai UK (@hyundaiuk)

When the woman asks him where he's been for 30 years, he diverts the topic to ask the woman if the car on their lawn is really a "Hayundai," mispronouncing the brand's name.

The woman and her new partner then correct his pronunciation (it's "Hyundae") as the alien spacecraft shines a light on the car.

"If you think you know our cars and how to say our name, where have you been?" the narrator asks as the spot ends. 

Previously, Hyundai and Innocean also worked together to launch a futuristic spot highlighting the brand's EV lineup.