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Hyundai Range
Hyundai Fluid
Vallance Carruthers Coleman Priest
TV/Cinema
isadn 41799
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Nowhere Man
but used to be big in business
but used to be big in business
Mon 23 April 2007
nerds at the computer graphics houses with their Harrys and Flames.
The cars emerge flowing and morphing from a stream of mercury or
liquid metal. It's all very Terminator II or whichever one it was,
where the robot from the future that isn't Arnold Shwarzenegger,
keeps melting down and reforming as a copper, or in the one I prefer,
as a very tasty bird. Its called intelligent metal or something.
Apparently it already exists in spec frames. The metal has a memory
and you can sit on them, bend them, generally give them a hard
time and they'll just go back to the way they were before you
got out of order.
Intelligent metal might have been a good end line for this
particular ad, but in fact they come out with rather a weird line
which I had to write down, in order to try and get my head round
it. Here is what I wrote. " Hyundai. Quality flows through every
surface."
Now as an art director, I may be a bit of numskull when it comes to
copy, but I just don't get this one. If quality flows through
something, then I figure it should flow through everything, if it
only flows through the surface then that's not really very good is
it? It's like packaging, it's not real, it's just a pretty box.
Nice ad, but let down by a wonky end line.
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Hoping to be one. 
she's out to play 
