The latest campaign for Hyundai is a stylish piece directed by Prodigy Film's Brent Bonacorso for Innocean Worldwide.

Blending a futuristic assembly line and a Russian doll inspired motif, the creative depicts the Elantra being delicately disassembled by a complex, robotic machine to reveal a smaller, perfectly formed car inside.

With sound by Sonar and post production by Animal Logic, the dramatically staged ad rests on the underlying concept of, "All the things you expect of a big car are now inside a smaller one."

Innocean executive creative director Scott Lambert said it was a simple idea that has all the hallmarks of a new generation Hyundai ad.

"It is intelligent, surprising and unique," he said. "Brent Bonacorso at Prodigy and Jesse Bradstreet’s team at Animal Logic were the ideal partners. Their talent and dedication has helped deliver a great spot."