Hyundai launches new Tucson SUV through new ‘Duality’ creative platform via Innocean Australia
This week Hyundai Motor Company Australia has launched two new advertising campaigns via Innocean Australia.
A new 60 sec Hyundai brand commercial has rolled out nationally on TV and in cinemas, quickly followed by a new campaign announcing the launch of the all-new Tucson SUV.
Says Oliver Mann, marketing director, Hyundai: “Hyundai has achieved remarkable growth over the last six years to become one of Australia’s favourite automotive brands. However, brand image growth has not kept pace with sales growth. Now it’s time for Hyundai to step up and stand apart from the herd, and the new work reflects a sense of boldness and determination which buyers are looking for from the brand.”
The new creative platform celebrates the brand’s confidence and its mission to bring premium standards of motoring within reach of all Australians. ‘Duality’ is the core creative thought -the tension existing between two contrasting values which can produce something exciting and unexpected. The new creative approach is designed to force reappraisal of the brand, and will cascade across all models and customer touch points across the Hyundai business.
Says Dave King, new ECD, Innocean: “Hyundai has experienced a huge level of success and growth in recent years by producing consistently fantastic vehicles. Yet there hasn’t been the same consistency in its messaging. Duality provides us with this consistency for the brand while still providing the flexibility to produce varied and exciting work.”
The new campaigns were developed through Hyundai’s agency Innocean and branding agency Principals, with media through Initiative.
Creative Development and Production: Innocean Worldwide Australia
Branding and Brand Strategy: Principals
Media: Initiative
28 Comments
This is why clients should never take creative inhouse.
Poor strategy, 80’s copy and lame stock imagery.
I’m a man of now.
Who the hell wrote this?
credits please
Make something original – here’s the 8 year old ad they ripped it off from:
https://www.youtube.com/watch?v=B1havEmzyCM
The old “I am this, but also the opposite of what I just said” technique.
highly unstrategic, uninspiring and downright, boring.
check out the old tucson scorpion ad for a frame-to-frame copy reference https://www.youtube.com/watch?v=B1havEmzyCM
This really annoys me. Why does Innocean have to import creative from Korea, when Australia should be creating their own work. Asian work always misses the mark and often feels really really cheesy. This might work in Korea but not here.
Seriously! WTF has happened to Innocean? This is retarded!
Well done.Your first big campaign for innocean. You must be happy with this!
Absolute rubbish. Everything about these is bad. Looks crap, shit idea. Terrible.
“Cannes Gold!”
You need guts to release such bad thinking.
And be retarded to stand by it.
Cheesy and fluffy wallpaper campaigns stopped many moons ago – this mash-up of bad strategy and creative brings both the brand and agency, even more notches down!
This is an example of the client forcing a creative. The agency has no back bone and doesn’t push back. The creative is woeful at best. The creative looks like it was put together in a week at TAFE. An absolute disgrace. WOW. The awards cabinet will be bare for another year!
Hyundai owns Innocean simple as that.
I’m so saddened to see work like this come from Hyundai and Innocean. I used to hold both in the highest regard. Hyundai has now slipped from the car company doing the best advertising in the country to without a doubt the worst.
I guess we’ll see if the spanner is the agency or the marketing team when Kia releases their next campaign.
Shame.
For a while there, Innocean while doing some of the best automotive creative in australia.
Grade looked good. Who did it?
I’ll tell you what’s happened. Hyundai Australia has lost all faith in the Sydney creative dept.
Simple as that.
What happened? said:
For a while there, Innocean while doing some of the best automotive creative in australia.
August 8, 2015 7:30 AM
Oh fuck off. Saatchis work for Toyota is still the only Australian automotive work worth mentioning internationally. Maybe Honda. How many awards did Innocean win for Huyundi.
@TS
Considering the state of this work (and that the creative department had little or no involvement in it) perhaps it’s time to re-evaluate your opinion.
This is what happens when the client takes the reins. I don’t blame the creatives for not adding the credits.
i was hoping this work would get posted here just to read the comments.
it was indeed an ordered re create of the 8 year old ad from Hyundai in SA, or at least appears to be as above.
the ‘brand’ ad came through from Korea on a hard drive with ‘ad sub title here’ no doubt and was probably put together at Innocean.
pretty sad state of affairs for the agency
this is a true reflection of what an out of control, delusional client and a spineless clown service team can create together.
looks like creative basically had nothing to do with it.
though putting this on a creative blog seems like a terrible idea considering they are probably in the market for some new creatives, anyone outside of the absolute desperate would surely not sign to be blamed for work like that.
not innoceans creative work – they outsourced it.
@Seriously
You are right. Toyota’s “Nothing soft gets in” was truly great.
But it was a long time ago.
“The new creative approach is designed to force reappraisal of the brand, and will cascade across all models and customer touch points across the Hyundai business.”
How true. I am forced to reappraise the brand. This shit has cascaded all the way to the bottom.
Well at least this is one objective achieved.
“It’s a python. It’s not venomous.” said my citified kids, under 10.
Strong + beautiful + stupid.
Like my overweight cat, Winnie Jackson
what a celebration of wankerism –Yeah lets all drive out to the bush –find a harmless non venomous snake — lets take our belts off and whip it while looking gorgeous, independent and fearless. Go and get a proper job u ad genies