Hyundai takes its Tucson camping in new campaign

Hyundai’s latest campaign for the Tucson SUV showcases the car’s new remote features with the story of two novice campers chasing their runaway tent.

Created by Innocean, the ‘Made for It. Even If You’re Not’ campaign aims to connect with metropolitan customers by highlighting the reliability and high tech features of the vehicle including remote start and aircon control from an app.

Innocean creative Chris Wilson stated: “People don’t really test their SUVs in the wild. There are way more SUVs in the Bondi Junction Westfield carpark than there are in the bush.”

Roy Leibowitz, also on the creative team, added: “That’s why the couple in our spot are a bit like us, more comfortable pitching an idea about a tent than actually pitching a tent.”

Hyundai Australia director of marketing Bill Thomas said: “A lot of people who buy SUVs live in the city, but love the option to go off-road occasionally. Our campaign shows the Tucson being put through its paces and makes you think – if it’s tough enough to handle the country it can certainly look after you in the city.”

The campaign will be executed across print, broadcast, digital, cinema and point-of-sale.


Client: Hyundai Motor Company Australia

Director of Marketing: Bill Thomas

GM, Marketing Comms: Andrew Knox

Product Marketing Manager: Helen Gilmartin

Marketing Specialist: Lisa Yau

Creative Agency: Innocean Australia

Executive Creative Director: Steve Jackson

Creative Director: Dan O’Connell

Creative Team: Chris Wilson & Roy Leibowitz

Group Account Director: Philip Sherar

Planning Director: Damian Damjanovski

Account Director: Vincent Pled

Producer: Craig Sloane

Production Company: Goodoil Films

Director: Fiona McGee

Producer: Claire Richards

Executive Producer: Sam Long

DOP: Shelly Farthing-Dawe

Editor: Mark Burnett @ The Editors

Post Production & VFX: Fin Design

VFX Supervisor: Stuart White

Lead Compositor: Drew Downes

VFX Producer: Emily Newbould

Colourist: Andrew Clarkson

Production Design: Shane Bennett

Sound Design: Simon Lister @ Nylon Studios

Music: Lemonheads ‘Outdoor Type’


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