Hyundai turns cars destined for scrap into ‘brilliant memories’ for nostalgic owners

J. Walter Thompson sister agency Postvisual has created a campaign for Korean car client Hyundai that turned much-loved cars destined for the scrap heap into works of art before returning them to their owners.

The idea, which was part of Hyundai’s “Brilliant Memories” campaign, begins with a theatre actor who parts ways with a beaten up sedan in which he courted his wife to be years ago.

A second film features an emigrant who sells her car to raise money for a new life overseas.

A third video features a taxi driver who gets his back seat made into a sofa.

A final film shows a photographer who parts with a car he’s had for 20 years and sees it as family.

“The idea was to underscore to a broader audience how Hyundai Motor has been with Korean consumers throughout their lives,” said Jeehee Lee, chief creative officer of JWT-aligned agency Postvisual.


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