Leo Burnett - Cultural Fuel

South Korean car giant Hyundai launched an interactive microsite through San Francisco-based Goodby, Silverstein & Partners to promote the new-look Genesis Coupe.

Pro racing driver Rhys Millen hurls the car around a test track and the users can experience a white knuckle test-drive by switching between multiple camera angles, taking screenshots to store in an online gallery. An editing facility enables users to drag and drop clips into sequence to make a personalised film.

Hyundai also introduced its Assurance purchase promise: ‘Buy any new Hyundai and if in the next year, you lose your income, we’ll let you return it’.

See in www.edityourown.com

in: Contagious Magazine, nº18

It’s a really cool user-experience

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Last week we wrote about Beer Powered cars, now it’s time for fast food powered gas. Aparently, it is possible to power cars with anything that is unhealthy for you. We quote Brandelastic:

The logical bridge between the McDonald’s brand and police squad cars would seem unbridgeable, at least until this summer. That’s when a pilot project is getting under way in the Philippines that would put used cooking oil from the fast-food giant into hybrid-fuel vehicles. The cars will run on a mixture of 40 percent diesel and 60 percent cooking oil, donated by McDonald’s.
“It’s a win-win situation for us because we will both benefit,” Agence France Press quotes a police chief in Manilla. “The cooking oil of their Makati stores will be re-used and the Makati police will use it as a component for their biodiesel and also save money.

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Okay. There has been some sexy car advertising out there before, whether it is VW Helga or some of the Cadillac models, but now BMW is entering the fray as well. It’s pretty shocking for a pretty conservative German brand, such as BMW. And, to be honest, it’s kinda krass., especially with the tagline “You know you are not the first”.

However, it is arresting (which hetero male would not succumb to a Lolita ad?) and of course, the target of overspending and objectiving materialistic social climbers trying to score a used BMW is probably addressed fairly well.

The jury is out.

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