Hyundai Motor Company Australia has launched its new campaign for the New Generation i30 via Innocean Australia.

The Free Yourself TVC, directed by Steve Hudson of Prodigy with sound production by SongZu, uses a ‘supercut’ technique where the  hero and the people in his life deliver dialogue edited together creating lyrics to the Queen anthem, I Want To Break Free.

Marketing director, Hyundai, Oliver Mann, said the current i30 had been a landmark car for the company.

"The new generation model is packed with features that will ‘free’ owners to live a richer life,” he said. “The campaign we’ve developed with Innocean has brought this to life in a fresh way, built around a very familiar soundtrack.”

Innocean's creative director, Scott Lambert said it was the ideal car for people who liked being surrounded by the latest and greatest design and technology.

“It’s these things that make life more full and fun,” he said. “Thanks to Queen and Steve Hudson this new campaign reflects this life in a unique, entertaining way".

The integrated campaign runs from 17 June 2012 and includes television, online, print, POS, and cinema.