Hyundai’s "Make Space For Different" Campaign is Full To The Brim With Comedy

Nov. 09, 2022

To promote its new STARIA model, Hyundai has launched a trio of comical campaigns from King James Johannesburg and director Grant de Sousa (represented in the UK and US by Great Guns).

"Make Space For Different" captures three classic debates, accidentally ignited by unsuspecting protagonists: triangular versus rectangular sandwiches, teabag in versus out, and the pronunciation of "GIF". As the tension rises, the ceiling lowers, and the room becomes increasingly cramped as more and more people battle to offer their two cents. Contorting their bodies to escape through hidden passageways, our protagonists finally find themselves in a place where they and their opinions can enjoy room to breathe: inside the new Hyundai STARIA.

Agency King James Johannesburg approached Great Guns director Grant de Sousa with the brief to translate "Make Space For Different" into a visual metaphor, armed with the idea of a shrinking space. Aiming for a subtle execution, Grant worked to craft a campaign that was fresh and rewatchable, setting up a cinematic formula to repeat across each one. He also focused on the actors’ performances, knowing these would be central and crucial to the campaign’s success.

To craft the shrinking rooms, the crew had to redress the same set nine times over the course of two days, including all the car pack shots and interiors. Requiring extensive planning, the team worked closely with the art director, who had a vision for redoing the same space while keeping it distinguishable and functional. One particularly effective trick was making the ceilings 3D - saving the crew redresses and allowing for more graphic executions on them.

Director Grant de Sousa commented: 

"This was a campaign where we knew we needed more time, but we were confident that all our planning would make it work. It was a job with many moving parts, but I never compromised, and we pulled it off, thanks to an amazing, collaborative team of creatives!"