The road to hell looks fun in new Hyundai ad
Innocean has created a campaign to mark the launch of Hyundai’s iX35 compact sports utility vehicle which moves the brand to a new positioning ‘Where the others don’t, we do’.
The ‘Road less travelled’ campaign features a harbinger of doom warning a couple of the dangers they face.
Innocean creative director Scott Lambert told Mumbrella: “It’s really giving the capability credential and dialling up the toughness which is what it was lacking in the beginning because we focused so much on design and stylish cues.
“We think the spot delivers that in a fun way, with a little bit of use of hyperbole. We show it in a fantasy, Harry Potter, Lord of the Rings kind of way.”
The ad will be supported by a web-based film in which the character from the ad will present viewers with the option of which road they would take. If the consumer choses the ‘old’ road the video will focus on the off-road capabilities of the iX35 while if the consumer choses the ‘new’ road, the video will focus on the luxury of the car.
“It’s just another way for the consumer to engage with the campaign idea and the product to showcase that there’s more to it,” Lambert said.
On the new-overall positioning for Hyundai, Lambert told Mumbrella: “We’ve created a position for the brand which is ‘where the others don’t, we do’. It’s all about the things we do as a people’s champion brand that the other brands don’t in terms of bringing features to the market.
“You’re going to see a lot more of that in our advertising moving forward,” he added. “It’s an Australian-only positioning.”
Credits:
Client – Hyundai Motor Company Australia
- Marketing Director, Oliver Mann
- Senior Manager Marketing, Alex Pinsuti
- Brand Communications Manager: Kate Fabian
- Brand Communications Manager: Clare Burnett
- Marketing Coordinator: Luke Hartin
Agency – Innocean
- Creative Director: Scott Lambert
- Creative Team: Rua Perston, Matt Cramp
- Agency Producer: Tania Templeton
- Group Account Director: Tim Hiley
- Senior Business Director: Damien Pashby
Production Company – Prodigy films
- Director: Rich Lee
- Executive Producer: Nerissa Kavanagh & Jonathon Samway
- DOP: Chris Probst
- Editor: Drew Thompson – Method
- VFX Supervisor: Nick Ponzoni – Studio Blackbird
- Sound design: Simon Kane – Song Zu
- Music: Antony Partos – Sonar Music
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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“You’re going to see a lot more of that in our advertising moving forward ”
I am so glad we will be seeing more “moving forward,” I should hate to think of us all moving backwards.
Nice ad, I love the use of character acting and fantasy to sell something so mechanical, so scientific, so real.
The character acting was particularly good here, but I worry slightly about the direction, overall the shots were magnificent and the bridge really made me feel uneasy, but much care is needed when directing actors, particularly a very good one as in this case.
The ad works perfectly well, but there was, in my opinion, something more to be brought out in the “new road” comment.
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