car is an extension of the owner�s personality. Images of a car revving up on the asphalt can give any hot-blooded male an adrenalin rush. The TVC for Hyundai Motor�s latest luxury sedan Elantra has a car chase scene which will make fans of Gone in 60 Seconds and Vanishing Point proud. The commercial, conceived and executed by Saatchi & Saatchi, and produced by Seoul-based production house FILM-ON, tries to capture the imagination of the SEC A consumers "who drive their cars and derive pleasure in doing so."

The company�s brief to the agency was simple: To find a unique positioning for Elantra, Hyundai�s answer to the Toyota Corolla, Chevrolet Optra and Skoda Octavia, which operate in the D segment, the fastest growing in the last one year. Toyota has led the D segment race. Against this backdrop the campaign was created with a clear agenda - to put Elantra in the fast lane. Metros such as Delhi, Mumbai, Bangalore, Chennai, Hyderabad were targeted as 80 per cent of luxury car sales come from these cities. Put together in five to six weeks, the campaign broke in three phases. ... more