Hyundai’s new tagline is Absurdly Sensible. Some lines are like wonderful little gifts. AnalogFolk Sydney has turned that gift into an addictively watchable digital series of tiny videos for Hyundai called 4-Second Car Reviews.
They’re 25 quirky, blink-and-you’ll-miss-them reviews from motoring “experts” including a dog, a cactus, a time traveller and a flat earther – all lending their unique perspectives on the new Absurdly Sensible Hyundai Venue (which is a car, in case you’re confused). Yes, the reviews are little because people’s average online attention span is now just 4.1 seconds. They’re also a very humorous comment about that.
The campaign also takes a trip down memory lane, with a host of noughties Hollywood icons including Lance Bass, Tori Spelling, Carson Kressley, The Bounty Hunter and Corey Feldman, all delivering their 4-Second Car Reviews.
Richard Morgan, executive creative director of AnalogFolk Sydney, noted, “4-Second Car Reviews is an entirely sensible idea that was ridiculously fun to make. Leveraging a nice, data-led insight, its playful, UGC-content style aims to entertain and educate our audience in equal measure.”
The campaign also draws on data showing that more than 73% of all car buyers use online research and social media as their primary source of information when considering buying a car but auto reviews are not brilliantly helpful to decision making, being delivered in a sea of online noise.
“In order to connect the head with the heart – and find fresh ways of connecting our varying audiences with different models – we need to continually seek cut-through creative and media approaches. This campaign aims to inject some quirky fun and educate our young-at-heart audience as to Venue’s Absurdly Sensible qualities,” explained Helen Gilmartin, marketing manager, Hyundai Australia.
The 25 different 4-Second Car Reviews (so far) are running across Facebook, Instagram, YouTube and Snapchat, with more parts of the campaign yet to be rolled out.
Here’s the megamix:
A cameo Megamix:
And here are some quickies:
Agency: AnalogFolk Sydney
Executive Creative Director: Richard Morgan
Creative Team: Parisa Rezeai-Abyaneh, Alister McCann & Carlos Gomez
Designer: Robert Carter
Group Account Director: Jonny Sycamore
Project Director: Emily Entwisle
Managing Director: Matt Robinson
Strategy Partner: Ben Hourahine
AnalogFolk NYC Team: Jim Wood, Carren O’Keefe & Kunal Muzumdar
Production Company: Hooligan Collective
Director: Dylan Harrison
Producer: Nicole Richardson
DOP: Jason White
1st AC: Joel Eames
Editor: Mark Parry
Production Art Director: Elise Baker
Media Agency: Hearts & Science
Hyundai Website: Orchard
Client: Hyundai Australia
Director of Marketing: Bill Thomas
Brand & Product Marketing Manager: Helen Gilmartin
Brand & Product Marketing Specialist: Lisa Yau