“Ultimate Safety Feature”: Why JvM shows dirty cars in Hyundai’s new campaign

Hyundai warns about the effects of climate change

Climate neutrality is the order of the day. The automotive industry in particular must pull out all the stops to reduce its ecological footprint. Hyundai sees itself as a pioneer when it comes to sustainability – and therefore has no problem using strong images to draw attention to the effects of climate change.

“The Ultimate Safety Feature” is the slogan of the new campaign, which is being launched globally in markets such as Germany, Australia, Thailand, Singapore, Canada and India. Hyundai calls for increased efforts to achieve climate neutrality. The message of the slogan is that modern cars, even though they have various safety devices, cannot protect us from one thing – that is the big disaster of climate change.

To get the message to the consumers, Hyundai and the agency responsible for it Youth from Matt decided on a wonderful creative idea.

For example, the outdoor advertising spaces do not show brand new, shiny, shiny cars (from Hyundai) with stylish and satisfied drivers driving through beautiful scenery, as is common in car advertising, but rather dirty cars.

Reason: All motifs depict vehicles that were involved in accidents caused by climate change. The motifs used on outdoor advertising sites as well as in print media and on social media are authentic because all images are authentic. This means that the vehicles shown are actual accident vehicles that were reported in the news or in environmental magazines. According to the agency, Jung von Matt’s creative team viewed more than 25,000 images.

The range here ranges from flooded cars to overturned trucks in a blizzard to cars burned by forest fires or drowned by sandstorms. Hyundai’s various safety features are featured on all models. However, the South Korean automaker makes it clear that even these safety features cannot save anyone from climate change. “That’s why we tend to be climate neutral,” the motifs are signed.

Andreas Brunsch, managing director of responsible agency Jung von Matt Neckar, sees Hyundai’s direct voice in the lauded campaign. “They openly admit that their innovations and those of the independent industry are impressive, but they pale in comparison to the larger problem of climate change,” Brunsch said. According to the company, Hyundai wants to be climate neutral by 2045.

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