Hyundai Motor Company [Taxi Driver 3 with Grandeur] — Behind-the-Scenes & Key Points of the "Grandeur is Now Running" Commercial
Hyundai Motor Company's latest campaign, a collaboration with the popular drama "Taxi Driver 3," combines actor Lee Je-hoon's charisma with the premium image of the Grandeur. The intuitive tagline, "Grandeur is now running," naturally connects the character and vehicle in the drama, effectively conveying the brand's message—a harmonious blend of trustworthiness, class, and practicality—in a short and powerful way. Below, we've summarized the ad's concept, music and sound design, filming locations and sets, costumes, hair, and makeup, behind-the-scenes footage, and other notable details for fans.
Brand Concept and Campaign Strategy
This ad demonstrates how the Grandeur has established itself as a "symbolic entity" beyond mere transportation. The concept of a "model taxi" evokes themes of justice, trust, and intensity, while the Grandeur is positioned as a "reliable companion." In other words, the strategy combines the actor's powerful image with the vehicle's stable silhouette to convey a "premium transportation experience you can trust in the city." This campaign is interpreted as one that simultaneously aims to establish affinity with drama fans while simultaneously appealing to a broader consumer base.
Music (OST) and Sound Design
Music is a key element in determining the mood and tempo of the advertisement. This advertisement likely used a minimal orchestration or a track with a heavy electronic bass that conveys both tension and elegance. The subtle placement of Foley sounds from the vehicle, such as door opening, engine starting, and tire squeal, audibly conveys the "sensation of driving." Furthermore, the editing technique likely utilized a momentary muting of the music during the actor's lines or copy, emphasizing the actor's reaction.
Estimated Filming Location and Set Design
The advertisement's key scenes likely consist of nighttime city streets, a drive through an upscale residential area, and close-ups of the vehicle's interior. This staging is ideal for emphasizing the Grandeur's luxurious silhouette and interior (seat texture, dashboard lighting, etc.). Indoor close-ups were likely shot on a controlled studio set, using a macro lens and a combination of hard and soft lighting. Outdoor scenes were likely shot on approved locations or at nighttime locations, utilizing the city's nightscape to create an urban sensibility.
Costume, Hair, and Makeup — Harmony with Lee Je-hoon's Character
Lee Je-hoon's styling serves to connect the drama's image with the brand tone of the commercial. He likely chose a suit or semi-casual jacket that exudes a neat yet slightly masculine strength, conveying both trustworthiness and class. The color palette, centered around black, navy, and charcoal, visually complements the luxurious colors of the vehicle. Hair was styled naturally, and makeup was likely completed with a simple skin tone correction for the camera.
Making Points and Inferences on the Shooting Site
Vehicle commercial shoots face numerous technical and safety constraints, leading to numerous NGs. Common factors include camera and vehicle movement coordination, lighting compensation due to reflected light, the timing of the actor's driving and gaze, and delays in outdoor filming due to weather conditions. Unlike food or character commercials, close-ups of vehicle interiors often require numerous retakes due to the difficulty in adjusting reflections and angles. Making-of anecdotes shared on set include scenes where actor Lee Je-hoon discussed details with the staff during rehearsals, lightened the mood with improvised facial expressions, and scenes where teamwork stood out while aligning with the camera vehicle.
Details Fans Should Pay Attention To:
Vehicle Close-ups: Seat material, steering wheel details, dashboard lighting, and other elements are crucial clues to a brand's quality.
Sound Layers: The actual use of Foley, such as engine sounds, door closing sounds, and tire sounds, is a key element in enhancing the realism of the commercial.
Expressions and Eye Contact: Lee Je-hoon's subtle eye movements and head angles are valuable learning points for analyzing the details of his acting.
Editing Tempo: The speed of cut transitions and the synchronization of music determine the tension and sophistication of the commercial. Replay the video to see the editing highlights.
Conclusion
The "Model Taxi 3 with Grandeur" campaign is a prime example of the synergy between a drama and a car brand. Actor Lee Je-hoon's character's trustworthiness and the Grandeur's elegant design combine to leave a strong impression on consumers despite its short duration.