Hyundai Steel's (004020.KS) collaboration advertisement with "The Mandalorian and Grogu," a Star Wars film released on Wednesday, is creating a sensation. The video has racked up nearly 7 million views — 6.85 million — in just nine days since its release on the 18th.
"The Mandalorian and Grogu" is a blockbuster adventure film set against the vast galaxy, depicting the grand journey of the universe's strongest duo — bounty hunter Din Djarin and the lethally cute Grogu — as they embark on a fate-changing mission.
The 30-second short video offers two key points to watch. First, it weaves Hyundai Steel's actual facilities into the Star Wars universe set against the boundless cosmos. Viewers can see how familiar industrial scenes are reborn with overwhelming visuals when combined with cinematic imagination.
Hyundai Steel also drew a parallel between the film's protagonists — who deliver the best results through fantastic teamwork by combining their respective strengths — and the significance of operating its integrated electric arc furnace-blast furnace process, which organically links the blast furnace and electric arc furnace.
The company naturally connected the meaning of the film's signature line, "This is the Way," with Hyundai Steel's path of pioneering the market through the operation of its combined process.
"Building on the buzz around the Star Wars film, we have expanded our communication channels so that the public can become more familiar with Hyundai Steel," a Hyundai Steel official said. "We hope this will introduce Hyundai Steel in a new light while also helping to promote the film."
