Hyundai in partnership with creative agency INNOCEAN USA launched a new campaign for select 2017 vehicles including the Elantra, Sonata, Tucson and Santa Fe. In this cheeky campaign, Hyundai is taking on its competitors in the ultimate feature face-off by literally demolishing the competition. The campaign includes four spots, “Crusher,” “Grinder,” “Lift,” and “Catapult” that are all set in a remote independent test facility. Each contains a playful spin on an experiment in which two civilian test subjects – one in a Hyundai and one in a competitor’s vehicle – bravely participate in a demonstration.
The Honda Civic is no match for Hyundai’s high-quality Elantra in “Crusher.” As it falls short of the Elantra, the Civic moves closer and closer to a car crusher. In “Grinder,” the Hyundai Sonata is positioned against the Toyota Camry in a similar situation, and it wins out against the Camry with its panoramic sunroof and Android auto. In “Lift,” the Ford Escape doesn’t stand a chance against Hyundai’s fuel economy Tucson — which has the lowest fuel-related cost compared to other competing brands. Hyundai’s Santa Fe beats out the Ford Edge in “Catapult.” The Ford Edge lacks the multi-view camera system that can detect any surrounding objects.
The Credits:
Ad Agency: INNOCEAN, USA
Chief Creative Officer: Eric Springer
Creative Copy Director: Michael Everard
Creative Director, Art: Rich Pass
Associate Creative Director: Charlers Gerstner
Copywriter: Jeff Barry
VP, Planning Director: Kathleen Kindle
VP, Group Account Director: Michelle Sales
Account Director: Justin Touhey
Account Executive: Megan Gordon
Director of Product Information: Brian Bittker
Product Information Specialist: Lawrence Chow
Director of Content Production: Victoria Guenier
Senior Producer: Matteo Mosterts
Associate Producer: Sara Seligman
Media Director: John Stremel
National Manager, Media Director: Jeff Cronin
Business Affairs Director: Ann Davis
Business Affairs Manager: Mimi Hirsch
Broadcast Traffic Manager: Valerie Neibel
Project Manager: Sofia Mach