Say you’re a South Korean car company.

You’ve been exporting your wares to the states for 25 years and in that time you’ve gone from late-night punch line (“Hope You Understand Nothing’s Drivable and Inexpensive”) to a solid, respectable player in the low- and mid-priced brackets with Jeff Bridges doing your voice-overs.

Things are going well, but… you’re still a few miles from the front lines of hip.

Enter Wes Anderson.

In the two new spots,  Anderson injects a much-needed sense of whimsy into the brand.

We’re not running out to test-drive an Azera just yet, but we’d easily put this in the top five campaigns of the year.

All that’s missing is a Lacoste-sporting, smoky-eyed Paltrow…