Hyundai is hockey all the time
Set to a Canadian cult classic, Nimble Content director Ryley Burghall’s affectionate spot for the carmaker finds the soul of the game everywhere except the highlight reel.
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Agency INNOCEAN Canada, Nimble Content and director Ryley Burghall team up on a warm, wonderfully lived-in ode to the national obsession for Hyundai.
Set to Jughead’s cult favourite Hockey Song, a breathless roll call of every form the game takes, Hockey Hockey Hockey argues that the sport’s best moments rarely happen under arena lights.
The film skips from garage air hockey and hallway mini-sticks to roller hockey, a backyard rink and a gloriously rowdy dressing-room celebration, spliced with home video, vintage NHL footage and a hit of pixelated video-game nostalgia.
Credits
View on- Agency Innocean Worldwide/Toronto
- Production Company Nimble Content
- Director Ryley Burghall
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Credits
View on- Agency Innocean Worldwide/Toronto
- Production Company Nimble Content
- Director Ryley Burghall
- French Ad Agency Tequila/Montreal
- Editing Tavern
- VFX The Coterie Visuals Inc.
- Color Animal Chain
- Sound Circonflex
- Casting Jesse Griffiths Casting
- Executive Creative Director Ian MacKeller
- Associate Creative Director Jimmy Wei
- Associate Creative Director Jon Barnes
- Senior Art Director Steven Stinson
- Senior Copywriter Jordon Lorusso
- Producer Sarah Lasch
- Creative Director Christian Berthiaume
- Executive Producer Andrew Lynch
- Line Producer Kyle Welton
- DP James Arthurs
- Executive Post Producer Mackenzie Goodwin
- Editor Aaron Dark
- Senior Assistant Editor George Abraham
- Executive VFX Producer Cathy Jefferies
- VFX Creative Director/VFX Artist Mike Bishop
- Colorist Ana Escorse
- Executive Audio Producer Matt De Luca / (Music Producer)
- Director of Audio Tim White / (Composer/Producer)
- Audio Creative Director Paul-Etienne Cote
- Audio Engineer Sydney Galbraith
- Audio Engineer Jonathan Doyon
- Casting Director Jesse Griffiths
- Talent Marc-Andre Fleury
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Credits
powered by- Agency Innocean Worldwide/Toronto
- Production Company Nimble Content
- Director Ryley Burghall
- French Ad Agency Tequila/Montreal
- Editing Tavern
- VFX The Coterie Visuals Inc.
- Color Animal Chain
- Sound Circonflex
- Casting Jesse Griffiths Casting
- Executive Creative Director Ian MacKeller
- Associate Creative Director Jimmy Wei
- Associate Creative Director Jon Barnes
- Senior Art Director Steven Stinson
- Senior Copywriter Jordon Lorusso
- Producer Sarah Lasch
- Creative Director Christian Berthiaume
- Executive Producer Andrew Lynch
- Line Producer Kyle Welton
- DP James Arthurs
- Executive Post Producer Mackenzie Goodwin
- Editor Aaron Dark
- Senior Assistant Editor George Abraham
- Executive VFX Producer Cathy Jefferies
- VFX Creative Director/VFX Artist Mike Bishop
- Colorist Ana Escorse
- Executive Audio Producer Matt De Luca / (Music Producer)
- Director of Audio Tim White / (Composer/Producer)
- Audio Creative Director Paul-Etienne Cote
- Audio Engineer Sydney Galbraith
- Audio Engineer Jonathan Doyon
- Casting Director Jesse Griffiths
- Talent Marc-Andre Fleury
Hyundai’s vehicles slip in like product placement rather than pack shots: a stick is taped in the cavernous boot of an IONIQ 9, a bag-laden mum unlocks her door with her watch, and a dad remotely nudges his Palisade off a trapped street-hockey ball.
Then the music cuts dead on ‘take shots’, a wayward slapper sails towards the driveway, and NHL great Marc-André Fleury plucks it from the air with the nonchalance of a man who has done this before.
“Most of my earliest memories are tied to hockey, but only a handful of them happened on the ice,” says Burghall. “The joyous rides home, the very quiet rides home, the pain of my feet thawing out after playing in an old arena. The crux of my approach was treating every scene in this script like one of those memories. This is not a sports montage. This is a celebration.
