Hyundai Tucson has your back in the bush in latest national campaign via Innocean Australia
Putting the Hyundai Tucson through its paces, Hyundai has unveiled its ‘Made For It. Even If You’re Not’ campaign via Innocean Australia, to promote the confident and capable Tucson SUV.
The national campaign highlights the many reliable capabilities of the Tucson whilst also showing off its more refined qualities, including remote start and the ability to set the car’s interior temperature remotely from an app in the palm of their hand.
Acknowledging that the medium SUV category is one of the most competitive, Innocean’s remit was to demonstrate, in an authentic and honest way, how the Tucson’s durable driving credentials and tech-savvy luxuries benefit and resonate with an audience that lives in the city.
Says Chris Wilson, creative, Innocean: “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.”
Adds Roy Leibowitz, creative, Innocean: 
“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.”
Says Bill Thomas, director of marketing, Hyundai Australia: “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.”
Launched this month, the campaign runs across broadcast, print, 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’
17 Comments
I like it. A bit weird.
Looks great nice work
Good one.
Done good!
Leibowitz, Wilson and O’Connell? That’s a party.
oh lord….
From the music to the bad CG tent.. a story that just went nowhere.
See. I told you the best creatives don’t want to work for in-house agencies. That’s because they produce shit like this.
‘You remember that great Holden Colorado spot, yeah the one where the guy chases to goat up a mountain. Yeah lets just do that but with a tent…
Could you blog haters be weaker? It’s a pretty nice ad for a very tough client. It’s not groundbreaking but its charming and looks good with a classic track. It’s no doubt better than the ads you’ve made. But by all means. Share your books.
Nice work all round.
‘classic track’.
LOL
Your book?
JFC
coz it’s got the word tent and outdoors in it? this music licensing shit has reached peak bullshit. Familiarity does not tell a story. this music tells zero story.
Mate you’re an idiot. The line is literally “I lied about being the outdoor type”. Stick to EDMs. Leave advertising to the rest of us.
The same agency did exactly the same ad for exactly the same client a few years ago. But a horse got loose instead of a tent. It was shit then and it’s shit now.
PS. My book is sensational. You’d kill for a book like mine. It’s amazing.
Campaign brief commenters are boring.
God is boring. And fake.