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The soothing qualities of the Santa Fe make terrors into angels

The peace and tranquility parents seek for their families is possible inside the new Santa Fe, says Hyundai in its latest campaign.

Feuding children are instantly soothed by the family-focused design features of the vehicle, and break out into Enya’s Orinocco Flow while the goings on outside become mythical beings and join in as a choir.

Hyundai Australia chief marketing officer, Kevin Goult, wanted to kick-off a year of new launches with a bang.

“With a significant number of new product launches in 2021 we‘re starting the year as we intend to finish it, with spectacular creative that pushes the Hyundai brand forward. The new Santa Fe model is up first. It’s more grown up, more premium, and more technologically advanced than ever before, just like the Hyundai marketing team and its agencies,” he said.

The campaign is the first from the new Innocean leadership team, consisting of CEO Jasmin Bedir and ECD Wes Hawes.

Bedir said: “The new Hyundai Santa Fe campaign is the first reflection of what you can expect from Innocean Australia this year and beyond. After transforming the agency with new hires across a range of skills to deliver a multi-channel, integrated approach, it’s exciting to see the work also transform to what we have the ability to achieve for clients.”

Hawes added: “As parents we’ve all been there. Peace At Last is an enduring platform idea for the Santa Fe that resonates with families and just keeps getting better creatively. Director Michael Spiccia’s vision, paired with trusting, ambitious clients like Hyundai, and the talented team at Innocean Australia, help bring this angelically fun campaign to life. And Enya of course.”

The campaign will run across digital video, social, CRM, TV, cinema, transit media and point of sale. The film was directed by Scoundrel’s Michael Spiccia.

“It was a real joy to service an idea that inherited so much fun and potential. I was grateful that the entire team were all on board from the very beginning,” Spiccia said.

“Especially from a client who instilled so much faith and trust to really support a direction that we were all excited about.”

Credits

Hyundai
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: Dan O’Connell and V. Wassim Kanaan
Head of Strategy: Karl Bates
Head of CX: Romy Briers
Client Partner: Ian Hartley
Snr Account Director: Vincent Pled
Account Director: Sarah Gardan
Director of Integrated Production: Craig Sloane
Integrated Producer: Louis Moore
Snr Integrated Producer: Warrick Nicholson
Finished art/Design Juliana Bacmaga
Digital Production: Amanda Davis
Social Media Manager: Taylah Nilsson

Production Company: Scoundrel
Director: Michael Spiccia
Executive Producer: Kate Gooden
Executive Producer: Adrian Shapiro
DOP: Jeremy Rouse
Producution Design: Sherree Phillips
Casting: Allison Meadows – Mullinars Casting
Editor: Mark Burnett, The Editors
Colourist: Ben Eagleton
VFX: Fin Design & Effects
Music: Sonar Music
Track: Enya – Orinocco Flow
Music Clearance – Anton Trailer – Trailer Media
Photography: Michael Corridore, Photoplay.

Media agency: Hearts and Science 

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