My Clean Nature

We are all now very aware of how polluting cars are, releasing carbon dioxide among other harmful chemicals. These are released at ground level and ultimately end up in the atmosphere, not only impacting our health directly, but the health of the whole planet. The race for safer, cleaner travel has been long, public acceptance of the change has been arduous. At first diesel was thought to be the best option, more recently this was proven incorrect and electric vehicles took to the stage. Now though Hyundai have gone to the next stage by creating a hydrogen powered vehicle, the Nexo. Their biggest goal with this release is to enlighten the world on hydrogen as a clean fuel source, with water being one of the only by products when used.

Of course, this is a great leap forward and hopefully the start of humankind being able to travel without having the damaging impacts that currently occur. However, this won’t be the focus here. Instead let us look at the angle they have taken with marketing.

Marketing may not be the most positive thing for those outside of the business, but the ‘My Clean Earth’ movement being run by Hyundai really does instil a happy and positive vibe. The adverts use the members of Korean Pop (KPop) band BTS to introduce what they think of under the term ‘My Clean Earth’.  The video adverts are slow and calming as each member gives their version; Jung Kook looks to the emerald oceans endless waves, a visual representation of our infinite possibilities; V’s is the first snow fall to represent unexpected events; Jin’s pick is the clear sky and how just like the clouds, moon and stars we all live together; J-Hope loves the bright sunshine hoping our futures are similarly bright; RM went for the pure rain, noting how clean everything is after it rains; SUGA loves the stars and how they light up the universe when they come together and finally Jimin plays on the word forest by changing it to ‘For rest’ noting how peaceful they are.

Nature inspires joy in many of us and when we continually hear how damaged the planet is it can be easy to forget those feelings. Yet these adverts help to bring these emotions back, often taking us to a moment when these sentiments were strongest. Some don’t feel as at peace in the wilderness, for them the city is where they are most at home. For those that do get their energy from the natural world the Hyundai x BTS collaboration highlights this world at its best. So, let us do what we can to keep our planet clean from the air to the oceans.

The other aspect to the campaign is the ‘Because of you’ line used in the adverts and Instagram posts. This could be interpreted in multiple ways; however, it is likely that they are inferencing that we should protect our world for ourselves (using a hydrogen powered car assists in this). As well as securing a healthier environment for ourselves in the present, acting now secures it for our future selves and descendants.

The overarching aim of BTS is to enable their listeners to start loving themselves through self-belief and enjoying the simple things. Enjoying the simple things is certainly a key aspect of the Hyundai x BTS partnership, just the natural beauty of our world. It may be a campaign to sell cars, but it can teach us to slow down and enjoy the things we cannot assign a value to (though many try). The sun warming our backs, the fresh smell after rain, flowers blooming, just relax and take a breather. Having time to gather your thoughts and enjoy beautiful things is always important

 

“We hope this world will always stay with us.”

BTS, 2020