Hyundai Motor Showcases 'Night Fishing' at Cannes Lions Festival 2025

CANNES/SEOUL, June 23, 2025 – Hyundai Motor Company captured significant attention at the Cannes Lions International Festival of Creativity with the premiere of its short film 'Night Fishing.' The film not only highlights the innovative use of vehicle camera technology but also represents a shift in branded content towards engaging storytelling. During the festival, Hyundai hosted an exclusive seminar titled 'Cut the Ad. Roll the Show,' featuring insights from key executives, including Sungwon Jee, Senior Vice President and Global Chief Marketing Officer of Hyundai, and Jung A Kim, Chief Creative Officer of Innocean.
At the seminar, Jee emphasized the transformative approach 'Night Fishing' embodies. He stated, "This project is not merely an advertisement disguised as a film; it stands as a cinematic piece of content in its own right. Our innovative journey has earned us a place at Cannes, showcasing our commitment to transforming brand content into engaging entertainment that resonates with a broad audience."
The short film, directed by Moon Byonggon and starring actor Son Sukku, has already garnered multiple awards at the Cannes Lions, including the Grand Prix in the Entertainment – Branded Content category and a Silver Lion in the Classic – Innovation in Film category. Additionally, Hyundai's 'Tree Correspondents' campaign received notable accolades, winning two Gold Lions and one Silver Lion in the Digital Craft category.
This year’s Cannes Lions Festival has seen a heightened focus on the integration of technology within storytelling. According to Dr. Emma Clarke, a media studies professor at the University of Southern California, “Hyundai's approach in 'Night Fishing' is indicative of a broader trend in advertising where brands leverage narratives that consumers actively choose to engage with, rather than bombarding them with traditional commercials.”
The Cannes Lions serves as a global platform for creative excellence and innovation in advertising. Hyundai's participation underscores its commitment to redefining the automotive marketing landscape. The film's success not only reflects Hyundai's marketing strategy but also its ongoing evolution towards becoming a Smart Mobility Solution Provider, as outlined in its corporate vision.
In a world where consumers are inundated with content, Hyundai's strategic pivot towards narrative-driven branded content presents a fresh approach that may influence industry standards moving forward. The positive reception of 'Night Fishing' suggests that such creative endeavors could pave the way for future projects aimed at enhancing consumer engagement through meaningful storytelling.
As Hyundai continues to invest in advanced technologies and innovative marketing strategies, its commitment to sustainability and a future focused on electric and hydrogen fuel-cell vehicles remains a core component of its brand identity. The company is set to unveil more projects that align with its vision of progressive mobility and environmental responsibility in the coming years.
In conclusion, Hyundai Motor's prominence at the Cannes Lions Festival 2025 not only highlights its creative prowess but also sets a benchmark for the intersection of technology and storytelling in the automotive industry. As the landscape continues to evolve, Hyundai's initiatives may well inspire other brands to reimagine their marketing strategies in a rapidly changing digital environment.
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