The all-new Hyundai Genesis features Automatic Emergency Braking. This helps prevent a driver from rear-ending another vehicle by automatically applying the brakes if a crash is imminent and the driver doesn’t react. It’s almost as if the car had its own instincts to prevent you from harm. Very similar to the inherent instincts a Father possesses to save his kids who (as any parent knows) frequently, and often obliviously, find themselves in harms way. To illustrate this parallel, we told the story of a Father repeatedly saving his son from danger over the years, until the son is 16 and it’s Dad’s Genesis that saves the son – just like Dad has always done.

The mobile campaign utilized the built-in constraints of a new platform to convey an age-old automotive message. We used Vine’s six-second limit to capture 15 short, improvisational stories about the performance of the Hyundai Genesis. Vines were shared via the social app itself and then aggregated on a branded Tumblr page for increased access and publicity. http://sixsecondrspec.tumblr.com

For just a few thousand dollars, we captured the attention of people and media outlets around the world. Within days, our biggest competitors became imitators, creating their own performance Vines. In the end, Hyundai turned one of the oldest automotive advertising claims into six seconds of freshness.