Electric cars continue to gain popularity.

Hyundai Motor Group overtook General Motors in U.S. electric vehicle sales in the second quarter of 2023. The company sold nearly 30,000 electric vehicles in the U.S. during the period, according to Inside EVs.

Hyundai also claims 5% of the U.K. car market share in 2022 — its largest yet. And to sustain its momentum, Innocean Berlin created a campaign to promote the Kona, a small SUV that uses advanced, intuitive technology.

The campaign's focus is imagination, with the tagline: "When did you stop believing anything is possible?" There is no dialogue, only a fast-paced escape. The spot was directed by Danish film director Nicolai Fuglsig.

The new spot has the Kona chased by medieval knights and a dragon. It's only when the spot ends that viewers realize it's a young boy playing with a toy car. A visual standout is how sleekly the car spins.

“The all-new Kona comes packed with a range of innovative features that give you almost endless possibilities. A fact that we wanted to communicate with this campaign in an exciting way. And what is more exciting than diving into the imagination of a child?" asked Laura Rathai, director marketing, Hyundai Motor Europe.

The integrated campaign just broke in the U.K. and will run in European markets with various iterations, from 3D out-of-home to social media.