Hyundai IONIQ

Choose Yours

A playful relationship story meets an electric future. Hyundai and Culture Brands translate the “pick the paper” trend into a choice-led IONIQ campaign.

Directed by
Rohan Blair-Mangat
Storytelling · Culture · Craft

WATCH THE SPOT

Open video source ↗

The campaign is presented for independent review. Video availability is controlled by its original publisher.

CAMPAIGN AT A GLANCE

Launch
May 4, 2023

Formats
15 · 30 · 60 seconds

Creative platform
OKAY Hyundai

Agency
Culture Brands

Verified video views
Not independently verified

Production estimate · unverified
$400K–$1M · supplied editorial scenario

Media estimate · unverified
$5M–$15M · supplied editorial scenario

THE SHOW & TELL REVIEW

Listen before you write

Our reading is that the familiar challenge makes the product demonstration feel social rather than instructional. The campaign starts with behavior people recognize and then gives the vehicles a role in the exchange.

Chemistry does the heavy lifting

The casting choice creates room for personality. For an emerging brand, the transferable idea is not the automotive budget; it is finding people whose connection makes the product feel naturally part of their lives.

A continuing relationship

This is an extension of OKAY Hyundai, not an isolated film. We retain the supplied review’s 9.6/10 editorial score. That is a creative judgment, not measured sales lift, campaign ROI, or an audience average.

Overall editorial assessment
9.6 / 10

Basis
Original ShowBlackss review supplied by the studio.

Audience score
Separate, moderated submissions; no aggregate claimed.

ROI
Not verified. No financial-performance score.

THE MONEY PIPELINE

Production and media figures above are unverified editorial scenarios from the supplied review, not actual disclosed spend. Agency fees, talent, licensing, and usage can materially change costs. Request a scope-specific estimate.

THE PEOPLE BEHIND THE WORK

Add or correct a credit ↓

Credits collected from published sources. Roles and names matter; this is not a claim that every crew member has been found.

Client
Hyundai Motor America

Agency / CCO
Culture Brands · Eunique Jones Gibson

Director
Rohan Blair-Mangat

Production
Eleanor Films

Executive producer
Jessica Toscano

Editorial
Union Editorial · Einar Thorsteinsson

YOUR TAKE

What did you see in it?

Tap a slate to choose your score. Reviews are submitted privately for moderation, not posted live. Your rating is separate from our editorial score.

SOURCES & EDITORIAL NOTES

Hyundai official launch announcement: launch, formats, agency and production credits.

Choose Yours / IONIQ 6 production video: film and director attribution.

Estimate disclosure
Production and media ranges are unverified working estimates from the supplied ShowBlackss review. Their methodology is not documented; they are not brand-disclosed expenditure, verified analytics, or a quote from ShowBlackss. Impressions and video views are not interchangeable. No audited view count or financial return is claimed. Checked October 8, 2026.

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