Wash Studio delivers campaign for Hyundai

By Lancashire Business View

17 May 2018

wash-studios-hyundai-ad-1000x500.jpg
Hyundai has called on Preston-based Wash Studio for the launch of its new N range, with the agency using innovative CGI to promote the high-performance car.

 

Successfully winning a four-way pitch, as the lead agency for the project, Wash devised and delivered the ‘Turning Petrol Heads’ concept, based on four characters, each with their own personality.

Using CGI to bring the characters to life, they are designed to capture attention and engage the UK’s car enthusiast audience with the manufacturer’s new i30 N hot hatch.

Andy Walmsley, Wash Studio’s owner and creative director, said: “As a team, we are delighted with the result. The essence of the N brand is all about fun and we believe we have delivered a unique campaign that reflects this, whilst creating a sense of intrigue and excitement.

“With our specific UK audience in mind, we’re confident that these characters will engage the petrol-head community that would have traditionally dismissed the idea of considering a Hyundai hot hatch. Using physical expressions of how minds can be changed and attention grabbed by this new appearance, the campaign will undoubtedly turn heads."

The TVC showcases i30 N’s performance and handling characteristics on UK roads, it features three characters who are all ‘petrol heads’ in both the literal and metaphorical form. These passionate individuals replicate the debate that’s currently happening amongst the community of UK car enthusiasts, designed to be a physical expression of how heads are being turned, perceptions changed and attention grabbed by the new i30 N.

Each have their own distinct personality and life-like characteristics; there’s the Evangelist who’s animated, excited and heated; the investigator who’s always asking questions and answering back; and the cynic who isn’t interested in engaging with the conversation as his mind is already made up.

Innovative use of CGI was used to bring the petrol head characters to life with the use of a new render engine, Corona Renderer. Whilst mostly used in architectural visualisation, its speed and efficiency at producing photo-real metals and plastics meant that it was ideal for the project.

Hyundai are amongst the first to use this technology for visual effects and in commercial advertising. The campaign will run through a broad media selection – to include TV, print, cinema and innovative Out of Home formats - and will feature within a UK consumer track day experiential programme.

Latest news

1

Kerakoll UK and Barnfield Construction sign contract to build new Preston plant Barnfield team on new Kerakoll site

Kerakoll UK and Barnfield Construction sign contract to build new Preston plant

27 Jun 2025

2

Scout Moor II meteorological mast gets the green light Cubico

Scout Moor II meteorological mast gets the green light

26 Jun 2025

3

Breck acquires 21-acre Ravenhead Brickworks site for 300 new homes Ravenhead

Breck acquires 21-acre Ravenhead Brickworks site for 300 new homes

26 Jun 2025

4

Conlon marks Employee Ownership Day with family fun celebration, ushering in a new era after 60 years in business Conlon celebrating its first EOT Day with family at Ribby Hall Village

Conlon marks Employee Ownership Day with family fun celebration, ushering in a new era after 60 years in business

26 Jun 2025

5

Lancashire Skills & Employment Hub announces Skills Bootcamps partnership with Northcoders Northcoders skills support

Lancashire Skills & Employment Hub announces Skills Bootcamps partnership with Northcoders

26 Jun 2025

Background image for hub sign up block

LBV Hub

Leverage Lancashire Business View platforms

Post your news
Post your events
Post your offers
Build your network
Improve your SEO
Gain coverage in the magazine
Sign-up
Events
LBV123 July/August Launch Event
Lancashire Business View magazine launch
Networking
16 Jul 2025

LBV123 July/August Launch Event

Burnley

08:30 - 10:30

Lancashire Built Environment Conference 2025
BEC 315 X 315 Px
Networking
25 Sep 2025

Lancashire Built Environment Conference 2025

Blackpool Football Club, Blackpool, FY1 6HX

08:30 - 13:00

CMI Level 5 Management and Leadership Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Management and Leadership Course

Preston Campus, Preston , PR1 2HE

09:00 - 17:00

CMI Level 5 Project Management Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Project Management Course

Preston Campus, Preston, PR1 2HE

08:00 - 17:00

Business Bike Club – July
Chamber Logo1.png.png
LBV Hub Networking
01 Jul 2025 - 01 Jul 2025

Business Bike Club – July

Various, Lancaster, LA

08:00 - 09:30

Chamber Breakfast Networking – July
Chamber Logo1.png.png
LBV Hub Networking
02 Jul 2025 - 02 Jul 2025

Chamber Breakfast Networking – July

St John's Hospice, Slyne Road, Lancaster, LA2 6ST

08:00 - 10:00

The Marketing Metrics that Matter – July 4
LBV Hub Seminars
04 Jul 2025 - 04 Jul 2025

The Marketing Metrics that Matter – July 4

Door4 Office, Burnley Wharf, Burnley, BB11 1JG

08:30 - 11:00

Chamber Summer BBQ
LBV Hub Social
17 Jul 2025 - 17 Jul 2025

Chamber Summer BBQ

The Borough, Dalton Square, Lancaster, LA1 1PP

17:30 - 20:00

Preston Tech Connection: Web3 is Dead. Or is It?
July Longer Banner.jpg.jpg
LBV Hub Networking
29 Jul 2025 - 29 Jul 2025

Preston Tech Connection: Web3 is Dead. Or is It?

Society1, Coworking Space, Preston, PR1 3LT

18:00 - 19:30

Preston Freelancer Meet-Up: July
Longer July Banner.jpg.jpg
LBV Hub Networking
31 Jul 2025 - 31 Jul 2025

Preston Freelancer Meet-Up: July

Society1, Coworking Space, Preston, PR1 3LT

10:00 - 11:30

Cumbria Business Expo 2025
https---cdn.evbuc.com-images-880461633-4862066883-1-original.20241022-110415.jpeg.jpg
LBV Hub Exhibitions
19 Sep 2025 - 19 Sep 2025

Cumbria Business Expo 2025

Carlisle Racecourse, Carlisle, CA2 4TS

09:00 - 15:00

North West Business Expo 2025
https---cdn.evbuc.com-images-880456273-4862066883-1-original.20241022-105445.jpeg.jpg
LBV Hub Exhibitions
24 Oct 2025 - 24 Oct 2025

North West Business Expo 2025

Bolton Stadium Hotel, Bolton, BL6 6SF

09:00 - 15:00

Advertise with us

Reaching 50,000 members, our print, digital and event platforms offer a fantastic way to raise your business profile and help you grow.

Find out more LBV122 Online Graphic
Subscribe now

Weekly news bulletin