Hyundai Motor and Microsoft Advertising have developed an ad campaign they have dubbed the New Thinkers' Index, in which 22 celebrities have agreed to participate.

The campaign is to support Hyundai Motor’s new brand positioning — 'New Thinking, New Possibilities' — and uses much of Microsoft's multi-platform media portfolio including MSN, Xbox, Windows Live Messenger and mobile.

It centers around 22 videos features such celebrities as Kevin Spacey, Ralph Fiennes and Tobey Kebbell; Grime rapper Devlin, entrepreneur Richard Nobel; and England and Arsenal footballer Ian Wright.

Other than the similarity in names, there is no discernable relationship between what the actors are doing and the automobile manufacturer.

Thinking Differently

Each video highlights a celebrity being encouraged to think differently in a challenging situation, leading to entertaining and surprising outcomes. The videos illustrate different types of thinkers: Word-smart, Number-smart, Visual, People-smart, Self-aware, Musical, Body-smart or Natural.

Said actor Kevin Spacey of his filming for the project: "Producing a film from start to finish under such time limits and pressure challenged the whole team to break boundaries and think in a new and different way." (via Contact Music).

The conceptual link can be found in Hyundai’s brand concept Modern Premium which, according to the carmaker, aims to provide customers with emotional value and experiences beyond expectations through new thinking and new possibilities.