Hyundai
“Quality Isn’t a Luxury”

Every car brand communicates their quality from time to time. It usually takes place in a studio or in some fake test track with fake weather elements putting their cars to some fake tests. When it came time for Hyundai to do it, we said, nah. Let’s do it with an elephant, a medieval battering ram and some real extreme temps. All set in a luxurious stage, with even an orchestra and a pompous host to boot. Because quality, reliability and safety aren’t the types of things anyone should have to pay a premium for.

Directed by Art Practice / Ian Pons Jewell