With its latest campaign for the hydrogen-powered NEXO, unveiled at the Seoul Mobility Show, Hyundai Motor Company places human emotion at the heart of innovation. The global film, developed by Serviceplan Hamburg, as a project work, tells a story of belief, perseverance – and the power of choosing the harder, but more meaningful, path.
Hamburg, April 9, 2025 – At the Seoul Mobility Show, Hyundai Motor Company premiered the newest generation of its hydrogen-powered NEXO. To mark the occasion, the company launched the global NEXO campaign created in partnership with Serviceplan Hamburg. The spot takes a bold narrative approach, bringing Hyundai’s unwavering belief in hydrogen technology to life and aligning seamlessly with the brand’s vision: Progress for Humanity.
In addition to showcasing innovation and product benefits, the campaign zooms in on the personal side of commitment. The spot follows a young woman preparing to deliver a speech to her university commission – on the very topic of perseverance. Her story mirrors Hyundai’s own journey with hydrogen: a road less traveled, driven by conviction, courage, and long-term vision.
“Our strategic approach was to align Hyundai’s commitment to hydrogen technology with its brand vision, Progress for Humanity,” commented Till Diestel, CCO of Serviceplan Germany. “We did that by focusing on the human side of commitment – not through abstraction or technology alone, but through a real, emotional story. One about individuals who embody perseverance and belief.”
Another element that sets the film apart is its craft. Instead of relying on sleek car shots or flashy slogans, the spot builds emotion through subtle, human storytelling. The cinematography stays close and intimate, following the rhythm of thought rather than spectacle.
“The editing allows moments to breathe – letting glances, gestures, and silence carry the message. Every detail, from the poetic script to the sound design, works together to create an atmosphere that feels real.” added Jakob Eckstein, Creative Managing Director of Serviceplan Hamburg. “It’s a campaign where the craft doesn’t just support the idea – it brings it to life.”
Key campaign elements include:
- 30” TVC airing for one month in EMEA and APAC on CNN International
- 95” hero film and two 15” USP-focused cutdowns distributed across global online channels
- 25 key visuals, including product, lifestyle, and creative cuts, for regional adaptation
Produced by ANORAKxProdCo and directed by Leigh Powis, the campaign features cinematography by Oliver Millar and an original score by Jeremy Wallace Maclean. Key visuals were shot by photographer Patrick Johäll.
Global media will run for one year across all digital platforms, with additional owned media amplification and local market adaptations.
More about the campaign on the Hyundai website.
