In an era where audiences skip ads and crave authentic storytelling, Hyundai flipped the script. With “Night Fishing”, the brand created a 13-minute short film shot entirely using seven IONIQ 5 car cameras—no traditional film gear, no studio setups. It wasn’t just a technical feat—it was a narrative rebellion. The campaign blurred the line between product demo and cinematic experience, proving that a car can be more than transport—it can be a storyteller.
Campaign Overview
Developed by Innocean, “Night Fishing” launched in South Korea in May 2025. The film starred actor Son Suk-ku and was shot entirely using the built-in cameras of the Hyundai IONIQ 5. It was released in theaters nationwide with a symbolic ₩1 ticket price, inviting audiences to experience the world’s first car-shot film.
The campaign was supported by a hero trailer, behind-the-scenes content, and a Cannes Lions seminar titled “Cut the Ad. Roll the Show.” It also earned top honors at the Clio Awards, including the Grand and Bronze in Film Craft.
Campaign Objective
Hyundai aimed to:
Showcase the advanced camera and sensor technology of the IONIQ 5
Reinvent branded content by making it entertaining, not interruptive
Engage skeptical audiences who avoid traditional advertising
Elevate brand perception through innovation and emotional storytelling
The goal was to turn a product feature into a filmic experience—and make people pay to watch an ad.
Execution
Car-Camera Cinematography: Seven IONIQ 5 cameras captured every frame, showcasing the vehicle’s tech in action.
Theatrical Release: Screened in cinemas across South Korea with a nominal ticket price to emphasize value and accessibility.
Narrative Depth: The film explored themes of solitude, connection, and discovery—anchored by a subtle product presence.
Cannes Lions Seminar: Hyundai hosted a session on branded entertainment, positioning itself as a creative leader.
Global PR Buzz: The campaign was featured in AdAge, Clio Network, and Hyundai’s newsroom, sparking industry-wide admiration.
Results
Night Fishing by Hyundai redefined how the brand connected with Gen Z through a visually stunning and emotionally charged storytelling approach. The campaign achieved an impressive 200% increase in Gen Z search interest, capturing the attention of younger audiences with its cinematic narrative and cultural relevance.
It garnered 100% media coverage across key automotive and lifestyle outlets, while maintaining an exceptional 98% positive brand sentiment. With a 767% higher PR impact compared to previous Hyundai campaigns, Night Fishing became one of the brand’s most successful initiatives — blending art, emotion, and innovation to drive meaningful engagement and renewed admiration for Hyundai’s creative boldness.
Lessons Learned
“Night Fishing” teaches us that tech can be art. The campaign also shows the power of branded entertainment done right—when the product supports the story, not interrupts it. And finally, it proves that audiences will pay for ads—if they’re worth watching.
