Were there any doubts that this idea could be pulled off?
As this campaign was unprecedented, nobody could guarantee how it would turn out. However, that made us even more excited as we challenged something that was never tried before. We, of course, faced a series of difficulties such as finding the optimal location, dealing with ever-changing weather conditions and driving 11 Genesis cars in a perfect synchronization, to name a few. In spite of such hurdles, our team finally pulled it off with our “can do” spirit.
What other areas were considered for the canvas?
We went over every dry lake in the U.S, as long as it was big enough to be seen from outer space. Considering numerous geographical and meteorological factors as well as weather conditions, Delamar Dry Lake in Nevada was chosen as the most optimal location.
How long did it take to create the message?
It took three days for video shooting alone to create the message on Delamar Dry Lake. Separately, it took one and a half months to prepare for the video shooting, since we kicked off searching for the optimal location.
What message does Hyundai want to convey for this ad?
We aimed to demonstrate our vision of being ‘a lifetime partner in automobiles and beyond’ to customers in a way that they could intuitively understand. As cars have now become a companion of people’s daily lives, we wish to be their lifetime partner and a brand beyond simply being a means of transportation. Through this campaign, we hope that customers get to know more about Hyundai brand and what we are striving to deliver to them.
Did you ever imagine that the luxurious Genesis would be driving through a desert in a marketing campaign?
Few people may have ever imagined a group of Genesis sedans driving together in a desert, sending a message to space. This also proves how innovative this campaign is.
Where will the “Message to Space” campaign go from here? Are any more videos being released (If so, will the same family be used in future videos)?
We do not have further plans related to the campaign.