Hyundai Motor Company Following the launch of IONIQ, Hyundai’s dedicated electric vehicle (EV) brand, today the empowering film titled 'I’m In Charge' is released via a worldwide TV, digital and social media campaign, created to empower people to take action for a more sustainable future.

The launch of the IONIQ brand for dedicated EV models reinforces Hyundai’s commitment to clean mobility and reflects its ongoing transformation as a Smart Mobility Solution Provider with zero-emission solutions.

The film, directed by New York filmmaker Amber Grace Johnson, takes the viewer across the world, from the plains of Kenya, Africa across green landscapes, glaciers and urban environments to reflect the idea that sustainability is a global topic. Cinematic scenes and stories told from a variety of perspectives and characters are to inspire everyone to feel empowered to do the right thing. So, whilst the landscape changes, the message remains the same – change is possible.

The film explores the notion that we are all in charge of our tomorrow, and every one of us can make a difference for a better and more sustainable future. The launch of IONIQ enables people to make their own positive change, putting power in the hands of humanity.

Featuring real people who champion sustainability, from Debra, a Kenyan actress and model, to Kevin, a dancer from Paris, the global cast was selected as their values aligned with the brand. Long-time Hyundai partners, pop superstars, BTS also make up part of the ensemble. The main protagonists are New York based fashion designer Maria Cornejo and David de Rothschild, from Great Britain, who have been brand ambassadors since 2019 and 2016 respectively. Maria was a founding member of the Council of Fashion Designers of America’s Sustainability Committee and has established a sustainable brand, Zero + Maria Cornejo. David is an explorer, environmental activist and the head of the Sculpt the Future Foundation, which seeks positive environmental changes around the world through creative and innovative activities.

Wonhong Cho, executive vice president and global chief marketing officer, Hyundai Motor Company, comments: “The IONIQ brand and film represent how everyone can be in charge of changing the world. With IONIQ, Hyundai is reshaping the way we look at EVs by going beyond conventional thinking, offering customers the progress of an electrified experience that can be integrated into connected and eco-conscious lifestyles.”

Rico Noel, creative director from creative agency Jung von Matt NECKAR, comments: “The campaign conveys empowerment of each and every one of us because, with full access to electric mobility, all of us can contribute to changing the world.”

Electric Innovation

The new electric vehicle line-up instigates a new chapter in the era of electrified mobility, with IONIQ offering a suite of individualised EV experiences. Under IONIQ, Hyundai will introduce three dedicated EV models over the next few years, marking the next step in the industry-leading brand’s smart mobility experience. 

Hyundai first introduced the term IONIQ in 2016 when it announced Project IONIQ, a long-term research and development project focused on eco-friendly transportation, supported by David de Rothschild. This introduced the IONIQ AE ‘model’ vehicle to the world that since then, having grown in maturity and technology, has become a line-up brand.

The IONIQ brand film will run across all CNN, BBC and Korea’s own terrestrial network, Hyundai’s worldwide digital and social channels from the 17th November and OOH at Piccadilly Circus’ famous screens later in November.