From Lydia Ko to Eliza McCartney, brands have always been quick to support young sporting talent coming through the ranks. But with WRC contender Hayden Paddon still flying under the radar for many New Zealanders, Hyundai NZ teamed up with Shine and Curious Film to help drum up support for the up-and-coming driver.
As Paddon's main sponsor, Hyundai's latest spot travels around the world at blistering pace, cutting between different rally stages in Spain, Finland, Italy and more. And as the car races at full speed, several Paddon fans feature as co-drivers who help tell the story of the 29-year old driver's life.
The commercial ends by encouraging people to join Paddon's Pack—the official supporters club run by Hyundai which gives members access to race updates, Q&A sessions, competitions and chances to meet Paddon himself.
Hyundai NZ and its local dealer network have backed Paddon since his original signing with Hyundai Motorsport in 2014.
“As a 100 per cent Kiwi-owned Company, the decision to extend our support of a New Zealand sportsperson of Hayden’s calibre was easy,” says Hyundai general manager Andy Sinclair.
“We’ve watched Hayden develop and grow an incredible amount over the past few years, and he’s been a wonderful addition to the Hyundai Family.”
"Directing a legitimate racing car driver makes you feel supremely uncool," says director Oli Green. "Hayden Paddon is the real deal and has steel blue eyes that made me blush. I got a small taste of what it must have been like to work with Steve McQueen - and it was humbling."
This isn't the first time Hyundai have worked together with Curious and Shine. Its 'Get Lost' video last year took home Fair Go's Best ad award, an ad that curiously enough was the same ad listed as a finalist for Fair Go's worst of 2015—albeit with a little less editing and a little more shouting.
Now after two years, the young, shouting girl has been swapped out for Paddon, who is preparing for the upcoming NZRC with Hyundai's support.
He's also no doubt preparing for more campaign work as the 'Paddon's Pack' TVC is part of an integrated Hyundai campaign set to be rolled out in the next few weeks.
General Manager: Andy Sinclair
Head of Marketing: Cory Gordon | Scott Billman
Brand Manager: Hanna Downey
CEO: Simon Curran
Executive Creative Directors: Lucien Law | Chris Schofield
Copywriter: Oli Green
Art Director: Billy McQueen
Business Directors: James Hall/Annabelle Pitkin
Agency Producer: Sacha Moore | Michelle Jensen
Production Company: Curious
Executive Producer: Matt Noonan
Director: Oli Green
DOP: Jon Toon
Editor: Jonathan Venz
Audio: Liquid | Craig Matuschka