Campaign created by Hyundai's agency of record, Innocean Worldwide Australia
Throughout 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 centred around the universal truth that, for generations, the back of the car has been a war zone. But with the Santa Fe comes peace.
Further 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."