Hyundai has launched a digital campaign dubbed ‘4-Second Car Reviews’ featuring 25 quirky, blink-and-you’ll-miss-them reviews from motoring ‘experts’ including a dog, a cactus, a time traveller and a flat earther to name but a few, all lending their unique perspectives on the new ‘Absurdly Sensible’ Hyundai Venue.

Created by AnalogFolk Sydney, the campaign also takes a trip down memory lane, with a host of noughties Hollywood icons including Lance Bass, Tori Spelling, Carson Kressley, The Bounty Hunter and Corey Feldman, all delivering their 4-Second Car Reviews on the Hyundai Venue.

Tapping into the fact that people’s average online attention span is now just 4.1 seconds, the campaign also draws on data showing that over 73% of all car buyers use online research and social media as their primary source of information when considering buying a car. Yet the way auto reviews have been traditionally delivered amongst a sea of online noise has been at odds with this behaviour.

“In order to connect the head with the heart – and find fresh ways of connecting our varying audiences with different models – we need to continually seek cut-through creative and media approaches. This campaign aims to inject some quirky fun and educate our young-at-heart audience as to Venue’s Absurdly Sensible qualities,” said Helen Gilmartin, Marketing Manager, Hyundai Australia.

Richard Morgan, ECD of AnalogFolk Sydney said: “4-Second Car Reviews is an entirely sensible idea that was ridiculously fun to make. Leveraging a nice, data-led insight, its playful, UGC-content style aims to entertain and educate our audience in equal measure.”

The campaign features the ‘Absurdly Sensible’ tagline which was recently developed by AnalogFolk New York as part of a global project win for Venue running in various markets around the world.

There are over 25 different 4-Second Car Reviews so far, running across Facebook, Instagram, YouTube and Snapchat, with more parts of the campaign yet to be rolled out.

Credits

Director of Marketing, Hyundai: Bill Thomas

Brand & Product Marketing Manager, Hyundai: Helen Gilmartin

Brand & Product Marketing Specialist, Hyundai: Lisa Yau

Executive Creative Director: Richard Morgan

Creative Team: Parisa Rezeai-Abyaneh, Alister McCann, Carlos Gomez

Designer – Robert Carter

Group Account Director: Jonny Sycamore

Project Director: Emily Entwisle

Managing Director: Matt Robinson

Strategy Partner: Ben Hourahine

AnalogFolk NYC Team: Jim Wood, Carren O’Keefe, Kunal Muzumdar

Production Company: Hooligan Collective

Director: Dylan Harrison

Producer: Nicole Richardson

DOP: Jason White

1^st AC: Joel Eames

Editor: Mark Parry

Production Art Director: Elise Baker

Media Agency: Hearts & Science

Hyundai Website: Orchard