That is the first time I saw it.
"never meant to go out" was the line they said and it somehow leaked. They spent an awful lot of development fee, casting, lighting and filming money on something that was "never meant to go out"
I sense they thought it might be leaked and GO VIRAL INNIT and then claim it was just a test or something.
It just shows that clever people in advertising can be really stupid. Did they not realise that someones dad, husband or son had probably done this? and that they might complain as it caused them a great deal of pain and that it might just trivialise one of the most traumatic things to happen in many peoples lives?
No, they thought it might get LOADS OF HITS for being edgy.
They thought that because they are Hyundai and do not have the media spend of larger car brands they rationalised that to get awareness with online video content you need to be shocking, genuinely funny or rude. They chose the wrong kind of shocking.
So many people will have been involved in this decision. So much stupidity.