EL MAGICO

ClientHYUNDAI MOTOR EUROPE
Category A05. Automotive
TitleEL MAGICO
Product/ServiceTUCSON
Entrant INNOCEAN WORLDWIDE EUROPE Berlin, GERMANY
Idea Creation INNOCEAN WORLDWIDE EUROPE Berlin, GERMANY
Idea Creation 2 THE V-MAN Berlin, GERMANY
Media Placement HAVAS MEDIA Frankfurt, GERMANY
Production TEMPOMEDIA Hamburg, GERMANY
Production 2 ACHT HAMBURG, GERMANY
Production 3 STUDIO FUNK Berlin, GERMANY
Production 4 MOKOH MUSIC Berlin, GERMANY
Additional Company PRODUCTION SERVICE SCANDINAVIA Copenhagen, DENMARK
Additional Company 2 HYUNDAI MOTOR GROUP Frankfurt, GERMANY
Credits
Name Company Position
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

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.