Description
Wednesday's are for Hyundai's
Hyundai, a household name in South Africa for over three decades, tapped into the rising buzz of Netflix’s Wednesday series to craft a bold, culturally relevant campaign.
The concept, sparked by Retroviral, drew on the dark charm of Wednesday and the idea of a midweek drive, a timely, daring creative leap.
Some ideas start with a spark, but they don't shine until they're brought to life .
Ouridia took it from static to cinematic.
We built a moody, gothic world around the Hyundai EXTER: A looming castle, dramatic clouds,
colour-grading aligned with the show’s eerie aesthetic, and the iconic “Thing” hand placed on the bonnet. The vehicle was retouched from blue to black to fully immerse it in the world.
For digital, we brought the vision to life. Motion design with lightning flashes in the clouds, a sliding camera move, an AI-generated hand gripping the wheel, and a glitching infotainment screen cycling through CarPlay, reverse cam, and radio.
This wasn't just post production, it was transformation.
It’s playful. It’s strange. It’s unmistakably Wednesday —
with Hyundai SA in the driver’s seat.
This professional campaign titled 'The Wednesday Drive' was published in Central African Republic and South Africa in August, 2025. It was created for the brand: Hyundai, by ad agencies: Ouridia and Retroviral. This Design, Digital, and Print media campaign is related to the Agency Self-Promo industry and contains 3 media assets. It was submitted 4 months ago.
Credits
Agency, Retroviral, Johannesburg, South Africa
CCO: Mike Sharman
MD: Pippa Misplon
CS: Nomkhosi Twala
CD: Koketso Masisi, Kgothatso Maditse,
CD: Garth Manthé (Retroviral AI Lab)
Production Agency, Ouridia, Johannesburg, South Africa
Ceo: Afsheen Panjwani
Cco: Kyle Polton
CD: Alistair Khamisa
Motion Graphic Designer: Bradley Pillay
Hyundai SA:
Tshiamo Tladi - Marketing Director
Aubrey Ratsoma - Senior Retail Marketing Manager
Nontokozo Biyam - Brand Manager
Tshepo Rabosiwana - Assistant Brand Manager
