Hyundai Elantra: the big small car

In a TV spot created by Innocean Australia, Hyundai has used the idea of a Russian doll to introduce its new Elantra, the small car with big car features.

The ad involved designing, engineering, and animating 18 mechanical arms to transform a ceiling decoration into robotic apparatus.

The campaign launches with a 45-second TV ad, with online, print and point of sale running in support.

Oliver Mann, marketing director, Hyundai, said: “The Elantra is the latest new model to be unveiled by Hyundai, and maintains the brand’s reputation for groundbreaking car design – matched by groundbreaking communications.  The new TV spot uses state of the art CGI to convey that Elantra incorporates big car thinking and design in a beautifully compact shell.”

Scott Lambert, creative director, Innocean, noted: “This is a simple idea that has all the hallmarks of a new generation Hyundai ad. It is intelligent, surprising and unique. Brent Bonacourso at Prodigy and Jesse Bradstreet’s team at Animal Logic were the ideal partners, and their talent and dedication has helped deliver a great spot.”


  • Client – Hyundai Motor Company Australia
  • Marketing Director, Oliver Mann
  • Senior Manager – Marketing Communications, Alex Pinsuti
  • Communications Manager, Bilgen Tug
  • Agency – Innocean Australia
  • Creative Director, Scott Lambert
  • Copywriter, Robin Feiner
  • Art Director, Guy Collins
  • Planning Director, Kathy O’Connor
  • Group Business Director, Tim Hiley
  • Senior Business Manager, John Larkin
  • Head of Broadcast, Tania Templeton
  • Production
  • Director, Brent Bonacorso, Prodigy
  • Producer, Luke Copeland, Prodigy
  • Executive Producer, Nerissa Kavanagh, Prodigy
  • DOP, Daniel Ardilly
  • Editor, Alexandre de Franceschi-Guillotine
  • VFX Director, Jesse Bradstreet, Animal Logic
  • Composer, Antony Partos, Sonar

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