Print ad: Hyundai: Confessions - Hands in the Stain

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There are secrets we just can’t keep forever… because in the end, guilt always makes us confess.

Under the concept “Confessions,” we created a series of audiovisual pieces where, in an intimate and emotional tone, the protagonists reveal something that seems like a big secret—until the twist exposes the real confession: they haven’t been taking proper care of their Hyundai.

Through different stories inspired by situations where people would usually open up or tell the truth, we connected with the audience through empathy and humor—showing that behind every bit of neglect, there’s a potential risk to safety and performance.

The campaign reinforces the importance of choosing genuine parts and keeping up with your Hyundai’s maintenance—because taking care of your car also means taking care of yourself and the people you love.