Hyundai launches new ‘Kidult Approved’ Palisade campaign via Innocean

Hyundai’s first-ever eight-seater SUV, the Palisade, is the subject of a new campaign created with Innocean Australia.

The campaign centres around the theme of busy parents using car trips as an opportunity to spend time with their fast-growing teenagers, summed up by the ‘Kidult Approved’ messaging.

Across the hero and supplementary TVCs, the Hyundai Palisade is shown as the ultimate space to spend time with the kids, even as they quickly become ‘Kidults’.

The ‘Kidults’ are shown to be literally transforming before the eyes of a mum as she worries about them growing up too fast. The various luxury features of the Palisade are the one thing she doesn’t need to worry about.

Innocean Australia creative sirector, Dan O’Connell, said: “Kids grow up fast. One minute they’re playing Pokemon, the next they’re clearing their web caches and have feet the size of boats.  With a generous eight seats, the giant Hyundai Palisade is purpose built for children who are no longer children.”

The fully integrated campaign is rolling out across digital video, social, digital display, CRM, as well as TV, cinema and POS.

Innocean Australia client partner, Hyundai, Ian Hartley, added: “The campaigns that resonate with customers the most come from real insights and everyone on the team who has kids really related to this idea.

“We’ve had great fun working on what is a brand new offering from Hyundai with a client who was ambitious and brave enough to help us bring this idea to life in a really charming way.”

Across online channels, there are several clips of the ‘Kidult’s reviewing the features and specifications of the Palisade in typical teenage fashion.

Hyundai Australia CMO Kevin Goult, said the Palisade is one of the most significant launches this year as its is a  new nameplate and a new category for Hyundai – an eight seat SUV.

He commented: “The strategic challenge was to launch this model at the same time as our other new large SUV, the Santa Fe and separate them in the mind of our customers to give each vehicle their own distinct identity. I think we’ve done that in spades using insights gained from our own customer research.”



Director of Marketing: Kevin Goult
Product Portfolio Marketing Manager: Helen Gilmartin
Product Marketing Specialist: Lisa Yau

Innocean Australia:

Executive Creative Director: Wes Hawes
Creative Director: Dan O’Connell
Creative team: V. Wassim Kanaan and Damon Porter
Director of Integrated Production: Craig Sloane
Senior Integrated Producer: Warrick Nicholson
Head of Strategy: Karl Bates
Client Partner: Ian Hartley
Senior Account Director: Vincent Pled
Account Director: Sarah Gardan
CX Director: Romy Briers
Digital Production: Wellcom
Retouching: Cream


Hearts and Science


Production Company: Good Oil
Director: Fiona McGee
Executive Producer: Sam Long
Producer: Claire Richards
Editor: Mark Burnett, The Editors
Post Production/VFX: Alt VFX
Music Composition: Sonar Music
Sound Post Production: Sonar Music


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.