Cool Marketing Thoughts

Surrealism is the artistic, cultural and intellectual movement oriented toward the liberation of the mind by emphasizing the critical and imaginative faculties of the “unconscious mind” and the attainment of a dream-like state different from, “more than”, and ultimately “truer” than everyday reality: the “sur-real”, or “more than real”. At least that’s what wikipedia says about it. For this ad by the Brussels branch of Duval Guillaume, they’ve used a surrealistic angle of approach. It’s a tiny bit sexy, but then again it also isn’t. It’s a little ‘dreamish’ and a bit fantasy alike but it’s also unreal, although it looks real. It’s a work of art, just like the car positions itself. Unnatural but real.

Copy:
“At least one thing in your dreams that really exists –
New Santa Fe, Hyundai, Drive Your Way”

Client: Hyundai
Agency: Duval Guillaume Brussels
Account Team: Johan Parmentier, Filip Van der Haegen
Creative Directors: Katrien Bottez, Peter Ampe
Copywriter: Virginie Lepère
Art Director: Fred Van Hoof
Photographer: Christophe Gilbert
Media: Magazines, poster