Jung von Matt

With “The ad that should have been”, Jung von Matt awakens a legendary vision from its long slumber: with a perfect retro look, the campaign tells the story of the Pony Coupe concept car, which Hyundai had its former designer rebuild in 2023. An advert for a car that was never available and remains a futuristic dream to this day is transformed into a graphic journey back in time to the 1970s.

Interview with Jung von Matt

Red Dot: What fascinated you about the story of the Pony Coupe?
Jung von Matt: Nowadays the word “iconic” is often used, but the Pony Coupe Concept really deserves it. A mere glance at the sports car designs from the years after its development makes it easy to understand how much influence this model had. For us, it was exciting to tell a story that had never been told before, about a car whose story was worth telling. Combined with today’s appreciation for retro-futuristic design, this was an exciting and inspiring brief.

What goal did Hyundai approach you with?
In 2023, Hyundai placed a focus on its heritage and aimed to communicate its rich 50-year history to new and existing audiences. With the recent global success of the IONIQ 5, 6 and 5 N, Hyundai wanted to show people that its innovative thinking is not new but has been prevalent since the company’s beginnings. The best example was the Hyundai Pony Coupe – the first concept car Hyundai ever built. Designed by the legendary Giorgetto Giugiaro, it inspired models such as the DeLorean. However, it was never commercially produced and somehow the only physical model was lost. So Hyundai decided to rebuild it with the original designer. And they wanted a campaign that tells the story of this car and celebrates its heritage.

What was the biggest challenge in realising the project?
We had to tell a modern audience about a unique car from the 1970s that is being built again but is not for sale. Because the Pony Coupe Concept was just that – a concept, but one that became a symbol of Hyundai’s design heritage and a catalyst for the company’s global success. So the challenge was to find a strong hook that would excite people and at the same time inform them about a car they may never have heard of.

Was the idea of a “retro advert” born rather quickly?
Given the impact the Pony Coupe Concept had on Hyundai’s development, it was only fitting to let it shine in the press – as it would have done in the 1970s. What began as a one-page advert quickly evolved into a deep dive into the golden age of automotive advertising. The aesthetic of retro car advertising, which is still popular today, was the creative hook. We were able to give the Pony Coupe Concept the same treatment as other cars at the time – from the inviting headline and long text to the finer details such as line feed and grain.