Hyundai declares peace at last with its latest campaign for Santa Fe via Innocean Australia

13e4dd903f0b4414f0a7684a731f5127c4bdde866495a0d4eadfd45f31ba6716 (1).jpgThroughout history, the backseat has been a battleground. Cramped, hot, boring, brother fought sister and friend turned on friend. But thanks to the Santa Fe, new lines have been drawn and with new levels of space, technology and comfort there's nothing left to fight about anymore.

Hyundai has launched its new 7-seat family SUV with a rousing campaign from Innocean Australia centered around the universal truth that, for generations, the back of the car has been a war zone. But with the Santa Fe comes peace.

2c75dcf8dc271d3055eeb595870021cd494b9388385031b32640867c128c3c19 (1).jpgFurther executions feature the Santa Fe's latest world-leading safety tech. In the first, someone goes and breaks the 'peace'. Everyone has to evacuate leaving the 'rear gunner' behind, but no one is left behind thanks to Hyundai's innovative Rear Occupant Alert warning. The next shows Hyundai's new Safe Exit Assist feature.

The campaign runs across TV, Cinema, Digital and Print channels.

Says Andrew Knox, GM of marketing, Hyundai: "Apart from seeing my life story played out on the screen, and probably everyone else's as well, this campaign nailed the brief. The SUV segment is where it's all happening and the combination of our fantastic all-new Santa Fe plus this great campaign will hopefully pay dividends."

Says Steve Jackson, executive creative director, Innocean Worldwide Australia: "Hats off to director Steve Hudson for the casting on this one, I think it really brings this simple truth to life. I chuckle every time I see Stupid Face and Bucket Head. I'm proud too of our Innocean teams, they were all superstars. Let's hope the Santa Fe helps battle-weary parents everywhere."

HYUNDAI AUSTRALIA MOTOR CAR COMPANY
DIRECTOR OF MARKETING: Oliver Mann
GENERAL MANAGER MARKETING COMMUNICATIONS: Andrew Knox
PRODUCT MARKETING MANAGER: Helen Gilmartin
PRODUCT MARKETING CO-ORDINATOR: Lisa Yau

INNOCEAN WORLDWIDE AUSTRALIA
EXECUTIVE CREATIVE DIRECTOR: Steve Jackson
CREATIVE DIRECTOR: Paul Bruce
ART DIRECTOR: Chris Wilson
COPYWRITER: Roy Leibowitz
JUNIOR ART DIRECTOR: Matt Knight
JUNIOR COPYWRITER: Claire Herselman
EXECUTIVE PRODUCER: Craig Sloane
HEAD OF PLANNING: Bronwyn Galvin
PRODUCTION DIRECTOR: Warrick Nicholson
GROUP BUSINESS DIRECTOR: Philip Sherar
SENIOR ACCOUNT DIRECTOR: Jo Movizio
HEAD OF DIGITAL: Trevor Crossman
SENIOR DIGITAL PRODUCER: Alyson Andrews
SENIOR DIGITAL DESIGNER: Brendan McGovern
SENIOR DIGITAL DEVELOPER: Dario Crucitti
DIGITAL DEVELOPER: Tao Zhang

PRODUCTION COMPANY: PLAZA FILMS
DIRECTOR: Steve Hudson
EXECUTIVE PRODUCER: Peter Masterton
PRODUCER: Melissa Weinman
DOP: Daniel Ardilley
EDITING: THE EDITORS
Editor: Laurence Van Camp
Executive Producer: Nicoletta Rousianos
SOUND: NYLON STUDIOS
CREATIVE DIRECTOR: Simon Lister
EXECUTIVE PRODUCER: Karla Henwood
PRODUCTION COMPANY: PHOTOPLAY
PHOTOGRAPHY
Photographer: Michael Corridore
EXECUTIVE PRODUCER: Alison Lydiard
AGENT / PRODUCER: Katrina Wise and Ross Colebatch
RETOUCHING: CREAM ELECTRIC ART
EXECUTIVE PRODUCER: Steve York
PRODUCER: Di Williams

14 Comments

LAME said:

Why the long credits list for this pap?
Awful.

Fan said:

Lovely stuff

Richard said:

Nothing quite like the noxious methane of a small child to sell a car. Jesus. I can just picture John Stanton shaking his head as he entered the booth.

So true. said:

That really does stink. How can no one at the agency or client realise how bad that is? Oh that's right, the agency is the client. Bonuses all roun.

So not true said:

I like it. Made me laugh. Nice one.

So not true Is a tool said:

You clearly work at Innocean, it’s rubbish, period...

Innwho? said:

I don't work at Innocean. And I really don't know who they they are. But I do like this ad. Great relatable truth. It will make most parents with a funny bone smile.

If a stock shot could fart. said:

This is what it would look like.

pugwash said:

good grief, if that's not just edited cheap library music - it should be...just awful. no sense of drama

creative director should not be a title awarded to people who record a voice over.

No wonder the girl is gagging. said:

The first of these is inoffensive but so tired. Kids fighting in the back seat. Yawn. But the second is just horrible. A fart gag to sell a new car which is trying to position itself as a serious player. Clearly no one at Innocean or Hyundai gives a shit about the brand.

Please said:

Bring back Scott to lead this creatively back ... the last 3 years has been a death roll.

Stu said:

I really like this. It's funny and it's linked to a product benefit. Anyone who has worked on cars will know how tough it is to get something out that isn't just car porn. As a dad of 4 this ad appealed to me. Nice.

Ben said:

I really like this. Insightful and has a sense of humour.

All you whinging pricks should get back to your programmatic banner ads. As I am about to do, right now.

Where's Jeremy? said:

I can't imagine Craigen would be a fan of a fart gag after the masterpieces he has created. Maybe he should pop down here after Vegas and sort this shit out.

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