To introduce Hyundai's heritage to global car lovers and to celebrate the remake of Hyundai’s first concept car, we gave the Pony Coupe the ad it never got: a long-copy print, created with the typography, design and tone of the much-loved car ads of the 70s.

By leaning into this nostalgic style of art direction and copywriting, the ad immediately connects to today’s car lovers to engage them with Hyundai’s brand heritage, which is not so well-known outside of Korea.