[VIDEO] 2015 Hyundai Genesis Short Film Evades Originality
During last week’s premiere of Legends on TNT, starring the perpetually-expendable Sean Bean, the commercials were replace with a 9-minute short film dedicated to the 2015 Hyundai Genesis. Being that Bean’s character also drives a Hyundai Genesis, it seemed like a perfect opportunity for Hyundai to further promote their product by placing it even more cinematic outlets. Thus, the 2015 Hyundai Genesis Short Film “The Genesis” was born.
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Setting the Stage
“The Genesis” was written and produced by Everdream studios, who has produced a number of other minute-long ads for other products (e.g. Tesla Model S, Google Glass) and a couple music videos for artists like Lindsey Stirling and Owl City. They pride themselves on “disrupting the conventional way of creating and distributing content,” often generating videos that are artistically inventive and unusually intriguing. Partnering with Hyundai to produce an extended commercial in the form of narrative entertainment is marks new territory.
The 2015 Hyundai Genesis Short Film
In Everdream’s “The Genesis,” ex-operative John must rescue his wife Kate from the sinister DyTech, a military/bio-medical corporation who intends to exploit Kate’s secret abilities.
Rescue, mind you, with the help of his brand new 2015 Hyundai Genesis.
Frankly, that summary was gleaned from the synopsis on Everdream’s video page, which explains far more about the details of the plot than the frustratingly vague film itself actually provides.
Throughout the film’s nine-minute running length, a disappointing amount of vague plot points are offered and hardly any clear information is given which makes the film at all unique or relevant. In the process, every hi-tech thriller cliché is employed in the place of original ideas or story-telling.
Want a female protagonist who is the new step in human evolution? See Luc Besson’s Lucy. Want an evil organization dedicated to bio-medical engineering on humans? See Resident Evil‘s Umbrella Corporation. Want non-chronological storytelling? See anything made by Christopher Nolan. Want a minimalist electronic/piano score? Listen to any soundtrack by Trent Reznor and Atticus Ross. Want a room full of red string and surveillance photos? Watch A Beautiful Mind.
The problem with “The Genesis” is that Everdream’s videos typically fall between 30 seconds and one minute, or within the bounds of a single-idea TV commercial. Unfortunately, one idea is not enough material to sustain a 9:00 minute advertisement and maintain the audience’s interest without some original thoughts.
The cinematography is commendable for a low-budget production, which certainly makes the 2015 Hyundai Genesis look good on camera (remaining perpetually unscathed by attacking drones. Still, little is actually shown of the 2015 Hyundai Genesis that makes it appear different from any other generic sedan. The idea of the female protagonist sharing “new frontier” potential with the vehicle hides in the idea, but is never really explored.
Bottom line: Everdream should have either stuck to either advertising the unique aspects of the 2015 Hyundai Genesis or developed a more interesting script to interest viewers. Instead, “The Genesis” hangs in mediocre and forgettable limbo.
Judge for yourself and watch the video below.
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