2022 Winners & Shortlists

Write a short summary of what happens in the film

To tell an entertaining, humorous and feature-highlighting story, we created a fictional eccentric popular personality who becomes a film director. His ambition is to make the most exciting, thrilling and gripping car action movie ever. However, little does he know that his Producer has booked the Hyundai SUV models, and they come equipped with Hyundai’s SmartSense Safety Technology. The director gets increasingly upset and angry as he struggles to create any dramatic action shots because the of car’s safety features. Eventually, he loses his patience and decides to scrap the film completely – he gets in one of the cars and escapes in comfort and safety to a stress-free life.

Cultural / Context information for the jury

The target audience in Saudi Arabia have a great sense of humor and also love to consume funny contents that match that sense, more so, if the content using a humour style specific to the Saudi market with an emphasis on dialogue, gestures, physical acting, and accidental situations. And Saudi Arabia is known for having the world's highest penetration rates on YouTube watching multiple content and the funny ones are among those. And for that reason, this campaign films were posted on Hyundai MEA YouTube channel to deliver it's marketing objectives to its target audience in Saudi Arabia and provide them more of what entertains them while keeping the brand on top of their minds.

Please tell us about the social behaviour and / or cultural insights that inspired your work

Since the target audience in Saudi Arabia have a great sense of humor and also love to consume funny contents that match that sense, more so, if the content using a humour style specific to the Saudi market with an emphasis on dialogue, gestures, physical acting, and accidental situations. And Saudi Arabia is known for having the world's highest penetration rates on YouTube watching multiple content and the funny ones are among those. Hence, we created online films with a captivating storyline that highlighted the SmartSense safety features of the Hyundai SUV models in a creative, funny and entertaining way that delivers the brand's marketing objectives to its target audience in Saudi Arabia and provide them more of what entertains them while keeping the brand on top of their minds. And the films were posted on Hyundai MEA channel on YouTube, one the target audience's favorite platforms for entertainment.