Hyundai reveals its electric Kona in neon-accented campaign

Hyundai has revealed the brand campaign for its electric Kona, Australia’s first electric small SUV.

The neon-accented campaign aims to show electric cars can be fun to drive, stylish and accessible to mainstream audiences.

In-camera effects were used to create the sense of movement and energy surrounding the motionless car.

Director Alexander Brown from Sweetshop said: “We’re so familiar with car commercials – a car gliding along a pacific highway or through an urban jungle – but with Kona, we wanted to remind people of the flavour of the fantastical and the futuristic.”

The campaign sees the return of the carwash brushes, dubbed the ‘mopsters’, which have featured in two previous campaigns.

Innocean Australia executive director, Steve Jackson, said in a statement: “The first campaign saw our loveable heroes follow the new Kona out of the car wash to dance and twerk up against the object of their desire. The second saw them pursing it through the city. Our latest iteration is just as fun and proves that green isn’t boring. And, if the car is electric, then our campaign should be too.”

Hyundai Australia director of marketing, Bill Thomas stated: “I’m delighted with this campaign. We want to make eco-friendly vehicles appealing to mainstream audiences and I think this new campaign does that. Our Kona model positioning fits well with the fun you can have in an electric vehicle, so it does a great job for the Kona small SUV on a broader scale.”

Following the launch of the 30 second ad, a range of 15 second spots will run showcasing the new features of the vehicle.

The campaign will be executed across broadcast, digital, press and point of sale advertising.


Client: Hyundai Motor Company
Director of Marketing: Bill Thomas
GM, Marketing Comms: Andrew Knox
Product Marketing Manager: Helen Gilmartin
Marketing Specialist: Lisa Yau

Agency: Innocean
ECD: Steve Jackson
Creative Director: Paul Bruce
Art Director: Rod Soares
Writer: Rod Cunha
Group Business Director: Philip Sherar
Senior Business Director: Jo Movizio
Agency Executive Producer: Craig Sloane

Production Company: Sweetshop
Director: Alexander Brown
Managing Director: Edward Pontifex

Post Production: Heckler
Original Music Composition: Mika Abadie (Son of Kick)
Sound Design: Nylon Studios


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.