The luxury space isn’t big enough for the Hyundai Genesis, so now it’s sending messages to outer space.
To help a 13-year-old girl communicate with her astronaut father, who hovers over Earth for months at a time in the International Space Station, Hyundai deployed 11 Genesis sedans to Delamar Dry Lake in Nevada to craft a message in giant lettering out of tire marks in the dusty terrain.
The daughter, Stephanie, is from Houston.
The new campaign, dubbed “A Message to Space,” was a collaborative effort from experts in Korea, Europe and the U.S. The crew had to find the best areas for the message based on geographical and meteorological factors, the automaker said.
The experts journeyed to several locations before settling on Delamar Dry Lake.
To write the girl’s message, Hyundai said the Genesis brigade had to drive in “perfect synchronization.”
The video documents how the message was carved into the sand, which the father was able to see and take a picture of from space.
At 2.1 square miles, Guinness World Records has recognized the message as the largest tire-track image ever.
The video has attracted more than 5 million YouTube views since Thursday.
“Keeping in line with Hyundai Motor’s corporate vision of being a ‘lifetime partner in automobiles and beyond,’ the campaign highlights our philosophy of caring for customers through emotional interaction and becoming a brand beyond simply a means of transportation,” Scott Noh, head of Hyundai Motor Co.’s overseas marketing group, said in a statement. “Although sending a message to space with our Genesis cars was not an easy challenge, it enabled us to demonstrate our caring vision to our customers.”
