Top Spot of the Week: Hyundai's IONIQ 5 Robotaxi Becomes The First Driverless Car To Ace Its Driving Test
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Robert Goldrich3149 views
Hyundai’s IONIQ5 robotaxi has achieved a new milestone, becoming what's billed as the first autonomous vehicle to take and pass a standard driving license test in Nevada.
As shown in this surprising film directed by Daniel Mercadante of Park Pictures for agency Jung von Matt, the car was put through its paces in Las Vegas by a real-life driving examiner, undergoing a road test around the famous Las Vegas Strip and some suburban areas of the city.
The results? IONIQ5 robotaxi aced the test with a perfect score from certified driving examiner Kandice Jones of the Nevada Department of Motor Vehicles. In her career, Jones has failed nearly 90 percent of the students she tests.
The film features a visually impaired former Paralympian, Pearl Outlaw, together with her mother Ruth. Their personal story emotionally illustrates how Hyundai’s autonomous driving technology will be able to help Pearl in the future with her daily transportation challenges.
A supered message towards the end of the film puts the driving test into context. It reads: “The first car to take a driver’s test. For everyone who can’t take one.”
The goal of the campaign is to change perceptions of autonomous driving technology, which currently suffers from a lack of trust in comparison with human drivers, and to show how it can benefit people’s daily lives enormously. With the story of Pearl, it underlines how Hyundai is committed to designing driving solutions that enhance the quality of life for individuals unable to drive independently, aiming to empower them with greater autonomy and mobility.
Jung von Matt was awarded the project following a competitive pitch and worked on the campaign from creative concept development to production and postproduction, with three of its agencies--Jung von Matt Neckar, Jung von Matt Spree and Jung von Matt Sports,
The film will run online and on the Hyundai Worldwide social media channels.
Client Hyundai Agency Jung von Matt Matteo Maggiore, Valerio Mangiafico, creative directors; Daniel Schäfer, Szymon Rose, chief creative officers; Muhamed Braimi, sr. art director; Henry Bollmann, copywriter; Luis Paulo Gatti, art director; Jenni Kuhlmann, production director. Production Company Park Pictures Daniel Mercadante, director/DP; Fran Thompson, managing director/exec producer; Fred Deedes, exec producer; Jed Hubbard, producer; Molly Salz, production manager; Brett Lama, production designer. Editorial Cartel Chris Catanach, editor; Nick Bruce, edit assistant; Jen Tramaglio, edit producer. Postproduction/VFX Time Based Arts Sian Jenkins, post & VFX producer; Simone Grattarola, colorist; Leo Weston, 2D lead; Lucy Lawrence, Ludvig Hallenius, Olivia O’Neil, Simon Melin, 2D compositors. Sound Factory Anthony Moore, sound designer; Beth Massey, producer. Music K O Music Philip Kay, composer; Andy Oskwarek, producer.