Hyundai launches 450km range Kona Electric SUV in New Campaign by Innocean Australia
Hyundai has released its latest campaign to promote the motoring company and Australia’s first fully electric small SUV. Created by Innocean Australia, the national campaign sees the return of the successful car wash characters – known as the ‘Mopsters’
The campaign showcases how the new Kona Electric is setting the pace with cutting-edge technology, which includes a 450km real-world range, instant acceleration, clever regenerative breaking and a battery that can charge while you sleep.
Proving that electric cars can be more than just eco-friendly, the campaign shows that the Kona Electric is fun to drive, stylish and accessible to mainstream audiences.
Says Innocean Australia executive creative director, Steve Jackson: “The first campaign saw our lovable 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 pursuing it through the city. Our latest iteration is just as fun and proves that green isn’t boring. And, if the car is completely electric, then our campaign should be electric too.”
Directed by Sweetshop’s Alexander Brown, the campaign’s futuristic look and feel is applied almost entirely using in-camera effects, including the use of projection mapping. The car never physically moves in any shot so the sense of movement and energy is created by Brown and his team.
With the aim to demonstrate the forward thinking and ambitious qualities of the electric SUV, Brown says: “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.”
Adds Hyundai Australia director of marketing, Bill Thomas: “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.”
The Kona Electric campaign will roll out on broadcast, digital, press and across point of sale advertising.
Agency: Innocean Australia
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
DoP: Danny Ruhlmann
Art Director: Peter Davies
Projection Mapping: Kit Webster Studio
Post Production – Edit: Arc Edit
Editor: Dave Whittaker
Post Production – VFX: Heckler
VFX Supervisor: Jamie Watson
Executive Producer: Bonnie Law
Colourist: Greg Constantaras
Online: Maxence Peillon
Original Music Composition: Mika Abadie (Son of Kick)
Retouching: Limehouse
Sound Design: Nylon Studios
Client: Hyundai Motor Company
Director of Marketing: Bill Thomas
GM, Marketing Comms: Andrew Knox
Product Marketing Manager: Helen Gilmartin
Marketing Specialist: Lisa Yau
21 Comments
What are those things. Why are they loveable? Nice colours.
These are fun – Some top post work from the Heckler crew.
Demonstrating just how out-of-touch the visionless Abbott/Turnbull/Morrison Government truly is by obsessing about the potential loss of fuel tax revenue rather than ways of facilitating the inevitable change upon us.
weak music track, seriously couldn’t come up with something better?
Yeah the Rods!
ps, what sound design? the electric glitch on the end? WOAH
The first iteration of these ads did nothing. So why re-hash a failed idea when there was the opportunity to do something fresh and interesting.
These are fun! Top job to all involved, esp great work Heckler!
@ Joe J and Sophie..You cannot be serious !
Why make suv that is not all wheel drive. Besides how long will battery last in years and what is expense for replacement ?
Kona has active battery temperature management ( like Tesla, unlike nissan leaf ), so degredation over the 8y warranty period is likely to be low like 10% depending on mileage. I seriously doubt batteries will ever need replacing
Bobby Brown, 4WD is too expensive at the price point and the battery is unlikely to fail, look at Nissan: 300000 Leafs – # of failed batteries = 3!
Way more fun than your car 😉
music track choice is too tame for the visuals. Kinda painted yourselves into a corner there creatively when the track doesn’t tell any story. Weird how all ‘creatives’ seem to want licensed music to do their job for them. lazy. The spots could have been so much more dynamic.
Seriously, that’s what your client is paying you guys for. It’s an electric car FFS! That’s got to lead somewhere interesting. Those carwash thingies worked in the context of the carwash but not in this iteration. And why am I telling you this? You should know this stuff!
oh dear!
This is shiiiiiite! Meanwhile, at 64k for the base model, it’s going to be a real crowd-pleaser. Just like their ads that are on this blog.
Electric is the future. You can charge it from a coal fired power station and still feel good about yourself. In time that will also be fixed.
Do not think that ANY government will forego the fuel revenue. They will just move the price point. Another thing. As EV takes over with NO FOREWARD PLANNING. Can anyone tell me where this extra electricity is coming from. I don’t see a rush to source more power generation. Does that mean that we can drive our EV but have to sit in the dark?
We have a lot of issues to still work out, and I doubt that our politicians have the ability to cope.
Full CG spot, no motion designers or CG artists credited. Gotta be shitting me.
Good thing the marketing specialist got her credit.
I used be a “petrol head” but have become increasingly interested in electric vehicles. While these ads are entertaining it would be more beneficial to buyers if they had someone explain the way it works, how it performs, the safety features, and witnesses it performing in the different environments. All in layman’s terms of course.
Not many companies do this anymore.
Also how can they justify such a high price tag???
Directed by Sweetshop’s Alexander Brown, the campaign’s futuristic look and feel is applied almost entirely using in-camera effects, including the use of projection mapping. The car never physically moves in any shot so the sense of movement and energy is created by Brown and his team.