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Hyundai has tapped creative agency B-Reel for a cutting-edge campaign that aims to attract millennial and Gen Z car buyers while highlighting the car’s sleek design and useful features.

The campaign, called This Is How You Dare, rethinks the traditional car commercial through a millennial / Gen Z lens. These generations are particular about the brands they invest in and are averse to overt sales messages and inauthentic insights, so B-Reel and Hyundai strategically leaned into their complex, boundary-pushing nature.

This Is How You Dare is a significant campaign for Hyundai, as the brand takes a bold leap away from the traditional creative approach that auto brands have looked to for decades. It’s also an opportunity for B-Reel to showcase its ability to push boundaries and take brands in bolder directions. The campaign is now live, and runs across broadcast, online, social, OOH, retail and print channels.

Hyundai – This Is How You Dare

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This Is How You Dare combines powerful, culturally contemporary visual storytelling with an inspiring message that casts a positive light on the changes that Gen Z brings to the table. By celebrating a generation that is improving the modern world, the campaign also plays off the cultural paradigm of older generations condescending and questioning millennials while positioning the new Elantra as the vehicle that lets you take the leap, challenge the norm and get where you need to go.

This is the first time that Hyundai and B-Reel have worked together. Hyundai and B-Reel reps first met last year when the brand was looking for a creative agency to deliver unexpected yet relevant creative to reach a younger audience. B-Reel impressed the brand with their brave, collaborative and interested approach to the creative process.

“It’s a razor’s edge for a brand to promote a message of “Daring” because brands themselves often fail to do so. This was not the case with Hyundai. We were inspired by their willingness to step away from the car marketing playbook and tell a culturally connective story. And in a world where gen zed is so often scrutinized, targeted, and criticized, we were excited to shine a positive and grateful light on the change they continue to bring to the world. All the credit to Hyundai for letting us rethink the traditional approach and push some boundaries.” - said Jonathan Graham, Executive Creative Director, B-Reel

Partnering with Hyundai for the relaunch of the Elantra was a dream brief for us - helping redefine a classic for a new generation of car owners. We are so grateful for our Hyundai clients for their creative ambition and believing in our culture first approach. It takes guts to move away from traditional car advertising - said James Jenkins, Global COO, B-Reel

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