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Hyundai links up with BTS to promote EV brand

Tyrone Stewart

Hyundai has teamed up with South Korean pop megastars BTS to tease the launch of its latest electric vehicle (EV) brand through an exclusive music track and video.

The song and video from BTS aim to raise awareness about what people can expect from the South Korean motor company’s Ioniq EV brand. The I’m On It video, directed by Hanki Goh, attempts to highlight seven different moments – including newness, emotion, creativity and inspiration, inner-self, effort, hope and engagement, and adventure and challenge – through dream-like setting in both Seoul and Jeju Island.

“What we love is this idea that if you work harder and harder, it’s possible to see and create new opportunities and rewards for the future,” said BTS.

Alongside the launch of the track, which can be downloaded from Hyundai’s website, the motor company is giving away a limited-edition cassette-designed mp3 containing the song and individual messages from BTS members to the fans.

“Through Ioniq, a new EV line up brand, Hyundai and BTS commit to creating a sustainable future together,” said Wonhong Cho, Executive Vice President and Global Chief Marketing Officer at Hyundai. “With Ioniq, we offer you not just an electric car, but progress of electrified experience.”