We are no strangers to advertisements from automobile companies, that promote and highlight one aspect of their high-end cars. Speed and performance. We earlier had the BMW BULLET featuring the BMW M5. Then there was formula1 legend David Coulthard, creating a Guinness world record by catching a speeding golf ball in a SLS AMG Roadster. What's so strange? you might ask. BMW and Mercedes themselves are known for their premium cars. More so, their tuning wings 'M' and AMG, respectively, are known for tweaking the normal lineup and making them better performance machines.

Hyundai are known for their sturdy, long lasting, and economical cars. However Hyundai, which assumed its new motto "New Thinking. New Possibilities" last year, has a different branding message to convey.

From their dated designs, Hyundai is now progressing to the fluidic design language, which over the course of time, has been implemented across their entire lineup. This was their first move in their rebranding campaign. Hyundai, now it seems, also want to project themselves as a premium brand, with offerings in the performance segment as well. This they have managed to do by making one of their models, the Genesis coupe, go faster than an arrow.

One of the things worth noting in this ad is that the whole ad, has been shot using ultra-motion cameras, rigged on to another Genesis coupe, while the 'light' Genesis does the job of racing the arrow to the end. We are reminded of a BMW M5 commercial from a long time ago. But all this coming from a Hyundai makes us raise our heads and take notice.

Image Credits: Hyundai FB Page