Hyundai Asks “Where Have You Been?” in Humorous Campaign

Hyundai UK has continued to challenge brand perceptions with a follow up to its hugely successful pronunciation ad from 2023. 

Created by Innocean UK, “Where Have You Been?” features IONIQ 5 N – winner of the World Performance Car of the Year award 2024 – and a middle-aged man dressed like a teenager from the '90s. It was shot in the UK by Jeroen Mol, the director behind last year’s film “New Dawn” – this time through the production company All Of Us Here. 

Richard Wolfe, head of brand communications at Hyundai Motor UK, said, "With this advert, we wanted to build on the theme of the first campaign and the changed local pronunciation without being repetitive. The goal was to highlight how much Hyundai has evolved, using humour and a touch of self-deprecation. Innocean has once again delivered a memorable film that we’re confident will resonate with viewers."

Dom Sweeney, head of creative at Innocean UK, said, “We were all blown away by the success of the first film, in which we imagined a world where technology didn’t recognise the old pronunciation of the brand name. This time we imagined a world where the only people still pronouncing Hyundai the old way must have been hiding under a rock for 30 years – and we took that idea to the extreme. Seeing IONIQ 5 N through the eyes of an alien abductee from the '90s allowed us to show the progress that Hyundai has made. And it gave us a great excuse to have some fun with '90s nostalgia”. 

Jeroen Mol, the director, said, “What I love about this sequel is how it continues the theme of getting the brand pronunciation right, but with an added twist of romance and humour. It’s a reunion story, but with the irresistible appeal of Hyundai stealing the show – showing how some things are just too good to ignore, even for long-lost lovers. Filming at 4 a.m. with the cast was a blast. The energy and dedication the actors brought, especially in such a hilarious scenario, made those late-night hours unforgettable”.

The 30” film will appear on Sky, ITV and Channel 4 from 4th November until 5th January, and the 40” version will appear in cinemas nationwide and in online channels.