“Wheelnut” + “Roundeye” [01:00]#
To a series of elegant, almost abstract black and white images of parts of cars, a number of questions put by a VO that turn this car commercial into a reflection on racism and xenophobia. The VO asks what is exactly stopping people from buying this car. “Could it be the Korean door handles, the Korean ABS braking mechanism, etc. etc. The ironical solution the VO arrives at it, “It’s the Korean wheel nut.” Quite in the same vein, though stylistically different, the second spot for the Hyundai Lantra. On the soundtrack we hear someone giving his thoughts on the nature of prejudice while we see beautiful images of a Korean family driving in a Lantra and enjoying a day a at the beach. The commercial ends on the pointed question, “What is stopping you buying this car? Prejudice?”