| Title | HYUNDAI "THE SWITCH" |
| Brand | HYUNDAI |
| Product/Service | HYUNDAI TUCSON |
| Category |
A01. Direction |
|
Entrant
|
AIMAQ VON LOBENSTEIN/SAINT ELMO'S Berlin, GERMANY
|
|
Idea Creation
|
AIMAQ VON LOBENSTEIN/SAINT ELMO'S Berlin, GERMANY
|
|
Production
|
AIMAQ VON LOBENSTEIN/SAINT ELMO'S Berlin, GERMANY
|
|
Production 2
|
CZAR FILM Hamburg, GERMANY
|
|
Production 3
|
HEAROES Berlin, GERMANY
|
|
Production 4
|
NHB Berlin, GERMANY
|
|
Production 5
|
FROSCHHAMMER FILM Berlin, GERMANY
|
Credits
| André Aimaq |
Aimaq von Lobenstein/Saint Elmo's GmbH |
Chief Creative Officer & Co-Founder |
| Hubertus von Lobenstein |
Aimaq von Lobenstein/Saint Elmo's GmbH |
Managing Partner & Co-Founder |
| Malte Scholl |
Aimaq von Lobenstein/Saint Elmo's GmbH |
Account Supervisor |
| Parker Ellerman |
Parker Ellerman |
Director |
| Mo Whiteman |
Mo Whiteman |
Art Director |
| Andreas Manthey |
Aimaq von Lobenstein/Saint Elmo's GmbH |
Copywriter |
| Jan Kesting |
Jan Kesting |
Copywriter |
Brief Explanation
In cinematic imagery, the short film tells the story of a man who finds himself at the wheel of a Hyundai Tucson as if entirely by chance – and experiences the most amazing drive of his life. For instance, he encounters a sexy hitchhiker, gets stopped by the police, finds a golden revolver in the glove compartment, is chased by a manic clown – and ultimately drives up to a spooky house.
Execution
The film draws on more than just the road-movie genre. The story also contains numerous references to well-known films which the viewer can discover. For instance, David Fincher's THE GAME, where the main character is sent on an adventurous journey which is revealed at the end as a birthday surprise. The chase scene with the truck is inspired by Spielberg's DUEL and also features the Joker from BATMAN. That is all woven together into a complex, two minute story, during which the Hyundai Tucson is presented as an adventurous companion to the main character and various features of the car, such as the panorama sunroof or the reversing camera are seamlessly incorporated into the action. For the director, it was only logical to shoot the film in CinemaScope with Hawk anamorphic lenses. The camera stays close to the main character, intercut with long shots with the rhythmn of the music.