Hyundai Motor Company, director & filmmaker Tom Kuntz, and R/GA London have collaborated on a campaign to launch N, the new performance line-up. The campaign, in which R/GA was responsible for strategy and creative, features the first product in the line-up, the Nurburgring-tested i30N.‘Feel the Feeling’ is a collection of films inspired by Kuntz’ perspective on the N character; Mischief. Harnessing the experience of driving an N and its character, “Hairdryer”, “Cologne”, “Headphones” and “Launch” subvert the clichés of luxury advertising whilst using its recognisable aesthetic. The campaign features N-made products which bring to life the feeling of driving the car: a performance hairdryer, an ‘Eau de Burnt Rubber’ cologne, and headphones which blast out the roar of the engine. The approach is designed to feel ‘ironic premium’; a tongue[-stuck-firmly]-in-cheek poke at automotive and luxury brands taking themselves too seriously – with the line ‘Feel the feeling’, encapsulating this playful approach.“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. All achieved through combining some mischief with innovation in this transformative car campaign.” said James Temple, EVP, Chief Creative Officer EMEA, R/GA.CreditsCREDITSHyundai Motor CompanySteve Seongbong Lim Team Leader, Brand Communication TeamCheol Jung Manager, Brand Communication TeamJake Jaesun Lee Manager, Brand Communication TeamCera YounKyung Noh Assistant Manager, Brand Communication Team Agency: R/GA James Temple EVP, Chief Creative OfficerSimon Wassef Executive Strategy DirectorRodrigo Sobral Executive Creative DirectorMark Fairbanks Group Creative DirectorEdwin Latchford Creative DirectorDan Northcote-Smith Senior Art DirectorNick Moss Senior CopywriterCharlie Smith Group Account DirectorTaraneh Khosrowshahi Executive ProducerAlison Cummins Executive ProducerJessica Zogaib Senior ProducerMatt Deeming EditorMatias Alvarez Associate Design DirectorMary Lynch Production Assistant Production: MJZ London Tom Kuntz DirectorDarius Khondji Director of PhotographyLara Baldwin Senior ProducerFiona Martin Production ManagerAsylum Models Models provided byJohn Kirby Music Composer Editors: The Whitehouse Russell Icke Senior EditorIain Whitewright Editor Grading: Company 3 New York Stefan Sonnenfeld Senior colourist Post Production and Visual effects: The Moving Picture Company LondonLisa Vaughan ProducerPaul Wilmot SFX ArtistsSimon Holden SFX Artists Sound Studio: 750 MPHSam Ashwell Editor