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Hyundai signs its biggest TV sponsorship deal

If you’re planning to watch a movie on Channel 4 over the next year, it’s more than likely that you’ll become familiar with the all-new Hyundai IONIQ 5.

Hyundai Motor UK is bringing to life its largest ever TV sponsorship deal with new creative that transforms everyday city scenes into mobile cinematic experiences, powered by IONIQ 5.

The first model in Hyundai’s EV-exclusive IONIQ sub brand, IONIQ 5, features in an 11-part series of idents, highlighting the innovative standard interior features of the all-electric car.

Each one includes a specifically commissioned soundtrack by award-winning composer and producer, Anna Meredith, 2020 shortlisted artist of the Hyundai Mercury Prize.


Using unique Vehicle-to-load (V2L) technology featuring on IONIQ 5 models, Hyundai plugged a portable projector into the car and pointed it out the passenger window to celebrate iconic cinematic genres.

From a cowboy cantering along the side of a road to a flying saucer landing down the side of a tower block, the projections were filmed for real and enhanced in post-production. Other than the projector, no modifications were made to the car when capturing the footage.

Hyundai Ioniq 5 Channel 4 sponsorship

About Gareth Herincx

Gareth is a versatile journalist, copywriter and digital editor who's worked across the media in newspapers, magazines, TV, teletext, radio and online. After long stints at the BBC, GMTV and ITV, he now specialises in motoring.

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