Brief Explanation

Advertise the Elantra with new means and new attempts. In order to achieve this mission, we needed a completely different approach to advertise the car, as well as to portray Hyundai’s brand philosophy: “New Thinking, New Possibilities.” Also we realized that when consumers are purchasing compact sedans one of the most important purchasing factors, other than its interior and exterior, was the automobile’s performance level, so we needed a refreshing challenge that can distinguish the Elantra as a stand out from other rival sedans in the market. Why does boarding have to be always related to snow or water? We wanted a more extreme challenge. We needed an environment that can demonstrate Elantra’s performance to the fullest and at the same time a place where people would not normally think boarding would occur. How about a desert? Since sand creates much more friction than snow or water, boarding on a desert seemed equally more difficult. Besides, the murderous heat in June of Dubai’s desert made everyday activities nearly impossible. However, that did not stop us from mounting our challenge. This entire process was then made into a viral video and was delivered to our consumers.