Hyundai breaks advertising rules, wins Cannes Lions Grand Prix with ‘Night Fishing’
And it was shot entirely from its Ioniq 5 electric vehicle.
As global marketers we’ve long been told: cram the logo in, shout through the ear-drums, and glitter-bomb the ROI data. Hyundai, in collaboration with Innocean Seoul, disregarded those rules with a 13-minute short film shot entirely from cameras mounted on its Ioniq 5 electric vehicle—and accepted a Grand Prix at Cannes Lions 2025 for doing so.
Titled Night Fishing, the production directed by Moon Byoung-Gon, starring actor Son Suk-Ku. The film unfolds as a paranormal thriller at a charging station, using only seven fixed in-car cameras. Crucially, there is no brand mention or product reveal until the end credits.
The approach, described by Hyundai as a “snack movie”, defied standard practice in automotive advertising, which typically showcases vehicle features, speed shots, and logo placement. Instead, it adopted a cinematic narrative designed to be chosen by audiences rather than pushed to them.
Audience first, brand second
Hyundai’s global chief marketing officer Sungwon Jee said the work reflects a changing reality for marketers. “In the past people chased brands. Now brands have to chase people… not just to be seen, but to be chosen”.
The film was distributed in cinemas and online, with some audiences paying a nominal ticket price to watch it—a deliberate move to frame the content as entertainment rather than advertising.
Results suggest the gamble worked. According to Hyundai, the campaign generated a 26% increase in dealership visits and a 55% surge in Ioniq test drives during its run.
Night Fishing took the Grand Prix in the Entertainment Lions category and a Silver Lion in Film Craft. Hyundai’s other campaign, Tree Correspondents, an AI-powered environmental initiative under its IONIQ Forest programme, also won two Gold Lions and another Silver in Digital Craft.
Could long-form branded storytelling prove commercially viable when the content competes with entertainment rather than other ads? As the Cannes jurors noted, Night Fishing was “advertising disguised as art”. In 2025’s cluttered media environment, disguise might just be the ultimate competitive advantage.