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The creative sees the cars morphing into liquid metal, then back to car with a voiceover that begins "quality flows through every surface of a Hyundai". The production uses a sequence of shots showing cars being formed from slow flowing metallic liquid. The shoot involved a Phantom HD high speed camera, the first time this prototype camera has been used in a European TV commercial. The campaign will be interactive, and backed up by national press. It was written and art directed by VCCP creative director Rooney Carruthers and copywriter Paul Kemp.