Hyundai has released the global anthem film, created by agency B-Reel, for the all-new 2021 Hyundai Elantra.
“How do you dare? You chip away at what’s been built because you can do better. How do you dare? You chase away wrongs to make room for what’s right? You, how do you dare? You stand while they sit and scream when they are silent. You combine your strengths to reject their weakness. You step up, stand out, and shape a new point of view. How do you dare? The answer is you. This is how you dare,” the voiceover says throughout the 90-second video, directed by Sergi Castellà, which features juxtaposed footage of the new Elantra and young people who illustrate the message conveyed by the narrator through actions like running/chasing, screaming, literally stepping up, playing basketball at night, and more.
For the soundtrack, “Pol-How Do You Dare,” the brand worked with sound designers Will Rosati & JB Saint.
The campaign launched across broadcast, online, social, out-of-home, retail and print channels.
B-Reel executive creative director Jonathan Graham said “This particular work at least has a positive human message. It’s really only a little bit about the car. It was mostly about a new generation who are going to save the world. Well, you’re on the clock, gang. We need you now”.
The 2021 Hyundai Elantra compact sedan was unveiled earlier this month, on March 17. Featuring a “four-door coupe aesthetic,” the new Elantra is wider and lower, with a shorter front overhang, new body lines and revised lighting design.
In terms of technology, it comes with a host of new features including standard wireless Apple Carplay and Android Auto, which is a first for the segment. While base models come equipped with an 8.0-inch touchscreen, the upgraded ones get a larger 10.3-inch touchscreen that pairs with an identically sized digital gauge cluster.
The safety system includes standard Automatic Emergency Braking, Lane Keep Assist, and Driver Attention Monitoring System, with optional Blind Spot Monitoring and Adaptive Cruise Control.
The automaker also offers, for the first time, an Elantra Hybrid. This model features a 1.6-liter inline-four engine paired with an electric motor, putting out a combined 139 horsepower and 195 pound-feet of torque.
According to Hyundai, the new Elantras will be built in Korea and in its Alabama manufacturing plant, in the fall of this year. Pricing has not been communicated.