Hyundai is hoping to boost the presence of its brand in the UK by launching a new advertising campaign.
The promotional push, which is to begin this month, is part of the manufacturer’s multi-million pound annual advertising spend for 2007.
"The aim of the campaign is to convey the reality that Hyundai is a quality manufacturer, and features three of its leading models, the Getz Supermini, the new Coupe SIII and multi award-winning Santa Fe SUV," Hyundai explained in a statement.
An ambitious idea is being used with the new adverts, which will see the automaker’s cars morph into liquid metal, then back into a car, with a voiceover intoning: "Quality flows through every surface of a Hyundai."
The company describes the production of the adverts as "highly innovative", with a "breathtaking sequence of shots" which depict vehicles being formed from metallic liquid.
Jim Campbell, Hyundai’s UK marketing director, said: "This campaign is a powerful reflection of the huge progress that Hyundai has made in the past few years.
"We’ve developed into a brand that is synonymous with outstanding quality throughout the world and we’ve got a great range of stylish, award-winning cars to prove it."
The campaign will be fully interactive and will be supported by national press.