Hyundai has come a long way in Australia since it first arrived in the 1980s. Despite having some really innovative cars, people still perceive Hyundai as ‘cheap metal’.

Our idea was to show the transformation of the Hyundai brand through the transformation of their cars.

This film sees the very first car to arrive in Australia – the Hyundai Excel flying through the Australian outback as parts of it peel away - from the flecking of paint to the doors to the headlights, revealing the latest Hyundai car underneath, the electric IONIQ 5.

Our Australian protagonist tells a story, that on first hearing sound uniquely Australian and would resonate with Aussies' 'have a go' spirit and cultural mentality. In reality, it's the story of Chung Ju-yung, the Hyundai founder.