Opening: The moment the neon lights come on, entering the world.
The commercial begins with an opening that seems to invite viewers to the "Da Vinci Motel," located on the outskirts of a city or near a highway at night. The neon sign lights up, and the sound cues of the front door bell and door opening create a curious first impression. This brief moment serves as a threshold into the entire world, immediately drawing the viewer's attention inside.
Concept: The Metaphor of "Da Vinci Motel"
A motel is both a "place to stay" and a "transit point." The name "Da Vinci" is associated with complex talent, symbolizing a laboratory-like space where various genres, inspirations, and people briefly meet and mingle. In other words, the Da Vinci Motel is a symbolic platform where the cultural lineup curated by Hyundai Card temporarily checks in.
Story Development: Each Room is a "Talent Room"
Various rooms line both sides of the hallway, each alluding to a genre or artist persona. In some rooms, the reverberation of a music rehearsal emanates, while in others, the light of visual art spills in. Each time a door opens slightly, a short fragment plays out, revealing the breadth and texture of the lineup. The audience gathers hints from door cracks and markers to complete the overall puzzle.
Lineup Introduction: Rhythm of Text-Graphic Motion
Rather than text being abruptly added to a fixed scene, graphics appear rhythmically, synchronized to the beat of scene transitions. Key information such as names, schedules, and locations are placed at primary focal points, while hashtags and keywords are briefly presented in a secondary layer. This allows for a smooth absorption of information despite the large volume.
Mise-en-scène/Photography: A Hybrid of Retro-Noir and Contemporary
Retro motifs such as neon, checkerboard floors, mirrors, and metallic materials are striking, while the color grading and lighting are contemporary. The complementary contrast of teal and magenta hues distinguishes each room's individuality by genre. A masterful mix of handheld and slider controls creates both curiosity and voyeuristic tension.
Sound Design: A Three-Layered Structure of Beat, Ambience, and Detail
A tempo-driven beat flows at the base, overlaid with ambience elements like motor sounds, neon whirring, and hallway reverberation. Details like the low-frequency impact of a door closing and the sound of a card being swiped become hooks for each scene. Musical transitions serve as demarcation points between lineup sections.
Copy & Narration: "Check-in for Possibilities" Message
The main copy is presumed to have a stimulating tone, such as "Your taste is checking in now." The sub-copy emphasizes the breadth, novelty, and exclusivity of the lineup, inducing FOMO. Short sentences create rhythm, and the perfect synchronization with screen transitions creates a lasting impression.
Branding Touchpoints: The brand doesn't stand out, but stands out at crucial moments.
The logo, wordmark, and signature colors are clearly displayed only during the opening, closing, and call-to-action moments. The middle section focuses on a curatorial role, prioritizing the "pleasure of the experience" over the "brand's presence." The final cut concludes with a clear CTA along with a card or service name.
Target Insight: Curious Culture Seekers
We target the urban lifestyle demographic, who boldly spend time and money on new experiences. For them, the motel world appeals to the intersection of "familiar retro" and "unfamiliar combinations." Practical information, such as schedules, reservation channels, and limited-time benefits, is clearly presented, while emotional appeal is boldly deployed to simultaneously satisfy both extremes.
Spread Design: Scroll Stop and Reservation Conversion
Each 6-10 second segment is designed to function as a standalone clip for social media. The short-form segment features a door gap, neon, and copy, while the long-form segment features a room tour narrative to provide context. The landing page minimizes conversion friction by offering anchor links for each lineup, calendar integration, and notification subscriptions.
Evaluation and Implications: Beyond Finance, Becoming a "Curator"
The key is to strengthen the brand's positioning as a "curator of cultural experiences," rather than a "payment method." By transforming the everyday object of a motel into a cultural hub, the brand simultaneously secures individuality and consistency. The structure is such that the value of the worldview asset increases as the lineup accumulates seasonally.
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