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Kmusic Review: Younique’s “Maxstep” Single for Hyundai’s “PYL” Campaign

November 8, 2012

What SM fans have been dreaming for has finally came true! SM Entertainment is collaborating with Hyundai to release an album called “PYL Younique Album”. It features Boa and Jessica of SNSD as the main vocals whereas the dance team is comprised of nearly all the best dancers in SM Entertainment. “Maxstep” is the theme song for the Hyundai PYL (Premium Younique Lifestyle) car line and will be featured in its commercials. This is the first time that SM has partnered up with a car company to release an album, assembling a huge amount of followers towards the campaign.

The dance unit consists of Super Junior’s Eunhyuk, Sumer Junior M’s Henry, Shinee’s Taemin, Exo K’s Kai, Exo M’s Luhan, and Girls’ Generations’s Hyoyeon. This is quite an impressive and extremely talented group of people. It’s no wonder that the collaboration has been able to gather so much attention. However, I personally feel that some people are missing. Where is Yunho? If any dance unit were to ever be made by SM and it doesn’t include Yunho, well, I’d say it’s not complete. Hell, throw in Boa too. Sure she is providing vocals but she is an extraordinary dancer and she should be dancing with them! Another thing I don’t understand is Luhan’s presence. Now before murdering me on this statement, I just want to make it as clear as possible that I am not denouncing his ability, talent, or charm. It’s just that according to previous videos and clips that featured Exo M, Lay was clearly the main dancer for the group and he is obviously very good at it so why is Luhan here? Key from Shinee is also an tremendously talented dancer but Taemin is in Younique for apparent reasons, his position is the dancer. So then is Luhan in the group for eye candy? Well, I can’t blame SM for that move if that was the case.

The song heavily incorporates dubstep along with other reverb and delay effects to widen the sound space, making it have a more impactful and stronger appeal to the listener. It is quite memorable and most who listen to it will probably find themselves singing “Maxstep~” and the vocalized “A-haaaa~” part. Lyrically, “Maxstep” essentially boasts about the sheer greatness of Younique and the PYL carline. This type of song doesn’t require phenomenal vocals and so the members did a good job in delivering the appropriate voice for the song without going too overboard.

As for the music video, it was a regular dance vid set indoors that showcased the members’ choreography. However, I was expecting so much more from the dance. To be quite honest, I wasn’t impressed at all. I was anticipating badass dance moves that were distinctive and hard to pull off since all the members are magnificent dancers but I didn’t get that. Why would the choreographers create such a typical and boring dance for the best dancers in SM to perform? Why? There was nothing that stood out to me or made me shiver in awe. Another issue I found was Hyoyeon’s absence in more than half the music video. I guess they wanted to subject her as the special addition or save her as the best for last but her intro wasn’t that great either.

Overall, I feel that this MV was a letdown. Many people probably want to axe my face right now but hear me out. Like I said before, if a dance unit is going to be formed then they better dance like they’ve never dance before so that their statement can not only be seen but heard and felt as well. This however was not accomplished. It seems as if SM just gathered up pretty people for us to stare at. I’m sure many people wouldn’t mind just staring at the Younique members either even if they all they did was stand. If they just wanted to emphasize beauty, then why didn’t the producers and directors just film an actual commercial for the carline? Have seven different commercials be released, each featuring a specific member of Younique, and have them say some sort of slogan regarding Hyundai PYL with images of them in the car, driving etc? I think that was would be just as successful as this MV if not more. In fact, if this campaign was done in a similar style to the Samsung Anycall commercials in the past, I would have loved it! Those commercials actually showcased and challenged the participating artists’ dancing, singing, and even acting abilities which raised the idols’ popularity and enhanced Samsung’s standing in the market.

I guess the cars were nice? Maybe, I’m being overly technical and analytical or maybe I’m just hating. I just wanted more for the members actually. Their abilities are not being showcased at all and it sucks see them as just products of an endorsement to promote other commercialized goods. If you disagree with me and are satisfied with the results then that’s great as well. Take it for what it’s worth to you.

This is the MV for “Maxstep”.