Hyundai’s thrown out the advertising playbook for a completely nutty campaign for its new i30N performances model that’s unashamedly chasing the male demographic.

The UK campaign is the work of creative agency R/GA London and is directed by famed American ad maker, Tom Kuntz.

It appears to spoof luxury brand ads and fragrance ads in-particular. The opening sequence sees one model splashing himself with a scent of L’eau De Burnt Rubber while the finale takes an even more freakish end as a man morphs into a horse to represent the car’s apparent horsepower.

Anyway, don’t take our word for it, check out the insanity for yourself below:

Commenting on the campaign – called “Feel The Feeling’ – A Hyundai spokesperson said: “It’s meant to subvert the clichés of luxury advertising while using its recognisable aesthetic. The approach is designed to feel ‘ironic premium’; a tongue[-stuck-firmly]-in-cheek poke at automotive and luxury brands taking themselves too seriously, with the line ‘Feel the feeling’ encapsulating this playful approach.”