Hyundai Gives Nod to Queen, Encourages Drivers to ‘Break Free’

By Ella Riley-Adams 

Queen makes for a good video. Whether a drunk Canadian is singing every word of “Bohemian Rhapsody” in the back of a squad car, Cosmopolitan Las Vegas is getting competitive men involved poolside, or Hyundai is encouraging its drivers to free themselves, the classic rock band steps up to every occasion.

In the new Hyundai spot for the i30, Innocean Australia and director Steve Hudson of Hungry Man have created a collage of scenes amounting to the opening lines of Queen’s song “I Want to Break Free.” Showing both work and play, a dreary elevator opening and an exhilarating lake swim, Hyundai inspires its drivers to make the most of their weekends, their summer, and their lives. Even if you’re unfamiliar with the Queen tune, this ad’s mix of landscapes, characters (a weird Australian porcupine?), and scenarios means an engaging 45 seconds.


Credits after the jump.

Spot Client: Hyundai i30

Spot Title and Length: Break Free :44

First Air Date: June 18, 2012

Location: Australia

Director: Steve Hudson

Production Company: Prodigy Films, HUNGRY MAN

Hungry Man EP/Managing Partner: Kevin Byrne

Hungry Man EP’s: Matt Buels, Martin Box

Prodigy Films EP/Managing Director: Jonathan Samway

Prodigy EP: Nerissa Kavanagh

Production Company Line Producer: Sarah Nicols

DP: Robert Humphries

Agency: Innocean Australia

Agency Producer: Tania Templeton

Creative Director: Scott Lambert

Art Director: Mike Lind

Copywriter: Andy Healy

Editor: Richard Learoyd

Editing Company: Final Cut LA