Hyundai Encourages Us to Say: I’m in Charge!

Automaker Hyundai launched its IONIQ brand, a line of cars dedicated to battery electric vehicles. In line with the producer’s vision, “Progress for Humanity,” is the brand’s campaign, “I’m in Charge,” created with the help of agency Jung von Matt/NECKAR. The ad marks the electric brand’s first-ever campaign and aims to make people realize that we can focus on what we love whilst still showing care for others around us. In short, Hyundai encourages us to say: I’m in charge.

Directed by New York filmmaker Amber Grace Johnson, the campaign’s video features various thought leaders, such as influencer Lela Debra Asiko, fashion designer María Cornejo, British explorer David de Rothschild, French choreographer and influencer Kevin Bago, and Global superstars BTS, who share their commitment to sustainable living. The short film also encourages viewers to adopt an eco-friendly behavior by moving more sustainably.

Exploring the idea that tomorrow’s fate depends entirely on us, the film carries viewers around the world, a journey that reflects the idea that sustainability should be a responsibility and a habit everyone should have. The mentioned leaders guide us from the seaside to canyons and glaciers, only to leave us in an urban environment, introduced by the BTS members, who make the symbolic transition to a younger generation, represented by the girl at the end of the film.

The video is narrated by different characters as a way to inspire people to take action and do the right thing. Just like Hyundai does with its IONIQ vehicles, which can make a difference in our lives and carve the path to a better world.

“The concerns over global issues such as transportation, housing, and the environment is becoming a reality, and ‘Clean Mobility’ is Hyundai’s solution to these problems and sustainable future,” Wonhong Cho, Executive Vice President and Global Chief Marketing Officer of Hyundai Motor Company, said. “Through the customer experience delivered by IONIQ, Hyundai will expand on the brand vision, ‘Progress for Humanity’.”

With this campaign, the automaker raises a series of important questions: “Who can stop our impact on nature? Who can make the shift to green energy? Who can control time?”, the brand asks. But, given the fact that you, as an individual, have the opportunity to make changes, it is up to you: You can either move towards progress or regress.

“Under the motto ‘I’m in charge,’ the new IONIQ campaign is a wake-up call for us all to realize that everything we do affects others — and we have the power to do good. With a whole electric line-up, charging solutions, and connectivity features that empower everyone to move in our own way — more sustainably,” says Hyundai.

The campaign underlines the brand’s vision of a clean and sustainable mobility landscape, with the video reinforcing Hyundai’s mission to allow customers to live the life they want with products that mirror their behavior.