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New Hyundai Campaign: i30- Free Yourself

Hyundai Motor Company Australia is launching the feature-packed New Generation i30, with a creative campaign developed by Innocean Australia, entitled, “Free Yourself”.

The television commercial uses a ‘supercut’ technique where we see our hero and the people in his life deliver dialogue edited together to build the lyrics to the iconic Queen anthem, ‘I Want To Break Free’.

Oliver Mann, Marketing Director, Hyundai, says “The current i30 has been a landmark car for Hyundai and the new generation model is packed with features that will ‘free’ owners to live a richer life. The campaign we’ve developed with Innocean has brought this to life in a fresh way, built around a very familiar soundtrack.”

Scott Lambert, Creative Director, Innocean, says "The New Generation i30 is the ideal car for people who like being surrounded by the latest and greatest design and technology – it’s these things that make life more full and fun. Thanks to Queen, and Steve Hudson from Hungryman UK, via Prodigy Films, this new campaign reflects this life in a unique, entertaining way".

The integrated campaign runs from 17 June 2012 and includes television, online, print, POS, and cinema.

For more details about the campaign, speak to Innocean’s creative director,
Scott Lambert: 0421 921 241 /



Client – Hyundai Motor Company Australia
Marketing Director, HMCA: Oliver Mann
Senior Manager, Marketing Communications, HMCA: Alex Pinsuti
Brand Communications Manager, HMCA: Kate McGeoch
Brand Communications Coordinator, HMCA: Stewart Parnaby

Agency - Innocean
General Manager: Amanda Wheeler
Creative Director: Scott Lambert
Creative Team: Mike Lind & Andy Healy
Group Business Director, Tim Hiley
Senior Business Manager: John Larkin
Planning Director: Kathy O’Connor
Head of Broadcast: Tania Templeton

Production Company – Prodigy Films
Director: Steve Hudson
Executive Producer: Jonathan Samway
Executive Producer: Nerissa Kavanagh
Producer: Sarah Nicols
DOP: Robert Humphries
Editor: Richard Learoyd
Sound: Song Zu