Hyundai launches ‘Driven by obsession’ campaign

Hyundai Motor Company Australia has launched a campaign for its new mid-sized sedan i45, with its ads featuring water droplet technology that creates shapes from cascading water.

The TV ad shows individual water droplets falling and creating shapes as they hit the car. One of the key images is a massive sword being “thrust” into the i45.

The “Driven by Obsession” campaign, created by Innocean Worldwide in partnership with Disciple, includes television, cinema, print, online, point of sale and outdoor.

Tim Brown, Disciple creative partner, said: “We’d seen graphic waterfalls technology at trade shows and felt that using it was a beautiful and captivating way to tell our story.”

Innocean took over the car maker’s creative account in April last year.

According to the Federal Chamber of Automotive Industries April 2010 VFACTS report, Hyundai’s vehicle sales in the year to the end of April rose 65.4 per cent, compared the same 2009 YTD period.

This was compared to the overall car market which was up 20.3 per cent during that same period.


  • Client : Hyundai Motor Company Australia – Oliver Mann, Alex Pinsuti, Bilgen Tug
  • Agency: Innocean Worldwide Australia
  • Account Service: Amanda Wheeler, Kate McGeoch
  • Planning: Kathy O’Connor
  • Creative: Disciple (Peter Buckley & Tim Brown)
  • Production: Revolver/Animal Logic
  • Director: Bruce Hunt

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