| Title | EL MAGICO |
| Brand | HYUNDAI MOTOR EUROPE |
| Product/Service | TUCSON |
| Category |
A01. Direction |
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Entrant
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INNOCEAN WORLDWIDE EUROPE Berlin, GERMANY
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Idea Creation
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INNOCEAN WORLDWIDE EUROPE Berlin, GERMANY
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Idea Creation 2
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THE V-MAN Berlin, GERMANY
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Media Placement
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HAVAS MEDIA Frankfurt, GERMANY
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Production
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TEMPOMEDIA Hamburg, GERMANY
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Production 2
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ACHT HAMBURG, GERMANY
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Production 3
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STUDIO FUNK Berlin, GERMANY
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Production 4
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MOKOH MUSIC Berlin, GERMANY
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Additional Company
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PRODUCTION SERVICE SCANDINAVIA Copenhagen, DENMARK
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Additional Company 2
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HYUNDAI MOTOR GROUP Frankfurt, GERMANY
|
Credits
| Jeremy Craigen |
INNOCEAN Worldwide Europe |
Global Chief Creative Officer |
| Gabriel Mattar |
INNOCEAN Worldwide Europe |
European Chief Creative Officer |
| Andreas Cordt |
INNOCEAN Worldwide Europe |
Chief Operating Officer |
| Andrea Razeto |
INNOCEAN Worldwide Europe |
Business Director |
| Ricardo Wolff |
INNOCEAN Worldwide Europe |
Executive Creative Director |
| Reinier Gorissen |
INNOCEAN Worldwide Europe |
Senior Copywriter |
| Marlon von Franquemont |
INNOCEAN Worldwide Europe |
Senior Art Director |
| Felipe Cury |
INNOCEAN Worldwide Europe |
Senior Art Director |
| Morten Frantz |
INNOCEAN Worldwide Europe |
Senior Creative Producer |
| Hyejin Alice Joo |
INNOCEAN Worldwide Europe |
TV Producer |
| Sven Kuebler |
INNOCEAN Worldwide Europe |
Senior Account Director |
| Lin Fang |
INNOCEAN Worldwide Europe |
Account Manager |
| Min Kyung Park |
INNOCEAN Worldwide Europe |
Account Manager |
| Anna Nowak-Otto |
INNOCEAN Worldwide Europe |
Senior Strategy Manager |
| Sophia Goerner |
INNOCEAN Worldwide Europe |
European Planning Director |
| Mark Fosbueary |
INNOCEAN Worldwide Europe |
European Creative Services Director |
| Maria Vittoria Montanari |
INNOCEAN Worldwide Europe |
Senior Media Manager |
| Wolfgang Ruch |
Havas Media Group |
European Hub Director Hyundai-Kia |
| Charles Guard |
Tempomedia Filmproduktion GmbH |
Director |
| Thomas Guard |
Tempomedia Filmproduktion GmbH |
Director |
| Alexander Schildt |
Tempomedia Filmproduktion GmbH |
Executive Producer |
| Stephan Brockmann |
Tempomedia Filmproduktion GmbH |
Producer |
| Marcel Zyskind |
Tempomedia Filmproduktion GmbH |
Director of Photography |
| Lena Schulz |
ACHT Hamburg GmbH |
Producer |
| Ted Guard |
ACHT Hamburg GmbH |
Editor |
| André Gelhaar |
ACHT Hamburg GmbH |
Editor |
| Maximilian Baule |
ACHT Hamburg GmbH |
Colourist |
| Stephan Moritz |
MOKOH Music |
Executive Producer |
Tell the jury anything relevant about the direction.
It was our goal to find a director who is able to create a universe where the audience has no clue what is about to happen. Someone who is able to tell the story without any dialogue. Therefore we decided to work with a director that could deliver the mysterious, cinematic approach we were looking for. As a result, the humor is delivered through characters paired with a strong twist in the story.
Write a short summary of what happens in the film
The story is based upon the insight that when you’re driving and a pedestrian suddenly steps into the road, it feels like the pedestrian appeared out of nowhere.
We open in an almost empty theater and see an enthusiastic wannabe-magician calling an old lady on stage. The lady is excited, but when she realizes that the magician tries to make her disappear, she gets worried.
To the surprise of the audience – and the magician himself – the magic trick works and the lady is gone. But if he only knew where he transported her to…
Cut to a small road in the woods. We see the shocked lady looking around and even before she realizes where she is, a car approaches at speed and the driver has no time to react. Luckily, the car activates the brakes and prevents an accident. Both relieved, the driver and lady make eye-contact.
Cultural/Context information for the jury
While most car safety ads try to shock people and often point fingers at drivers, we decided to go for a more light-hearted approach. Because no matter how much you concentrate on the road as a driver, dangerous situations can always occur. For example, when a pedestrian appears from behind a parked car and suddenly crosses the street. For drivers it feels like the pedestrian comes out of nowhere and there’s just not enough time to react. But when situations like these happen, it’s great to have a car that supports you in preventing a collision, like the new Hyundai Tucson and its Forward Collision-Avoidance Assist.