Hyundai Elantra Comes Out of Its Shell in Mechanical-inspired Ad

When carmakers try to market a facelifted or revised version of a car, we usually get a clumsy attempt at making it look more sporty, refined and good-looking, but that’s not always the case. Hyundai’s design teams are some of the busiest in the word, in our opinion, as they are usually among the quickest to launch new, more relevant products.

In its domestic Korean market, the carmaker has recently launched the revised version of the Sonata mid-size sedan, but we're here to talk about its smaller four-door brother. Under the slogan “ Big car thinking, now inside a smaller car.”, a new commercial has been launched for the 2011 Elantra.

It comes from the Sydney ad firm Innocean Worldwide, and features the same king of mechanical gizmos seen in the trailer for Starcraft 2, but with a touch of classic interior fixtures for a refined touch.

The ad starts off by showing the compact Elantra in a dilapidated but still aesthetically pleasing buildings, with plenty of fairings and moldings we know nothing about. The center piece on the ceiling pops open to reveal dozing of mechanical arms that pull away the old shell of the Hyundai sedan to reveal the slightly changed one. The car underneath is smaller, warranting the “Big car thinking, now inside a smaller car. All-new Elantra.” slogan placed at the end of the video.

The ad is clear, to the point, and brings everything we need to know into clear focus. It’s like mechanical poetry combined with art!