Good Oil’s Fiona McGee turns children into teens before your eyes for Hyundai

Three young schoolchildren grow into teenagers on the drive to school. That’s a brief not many directors would have faced. Good Oil director, Fiona McGee, has conquered the challenge for Innocean Australia, to show that the new Hyundai eight-seat Palisade SUV’s features equip it to make whatever growing families can dish out comfortable – that it is “Kidult Approved”.

Innocean Australia creative director, Dan O’Connell, noted, “Kids grow up fast. One minute they’re playing Pokemon, the next they’re clearing their web caches and have feet the size of boats. With a generous eight seats, the giant Hyundai Palisade is purpose built for children who are no longer children.”

The brief also required McGee to deliver a relatable mum. The campaign plays on the feeling that parents experience when their kids grow up fast. Finally, the commercial had to have a different look and feel to that of Innocean’s Hyundai Santa Fe, which is also on air in Australia at the moment.

Here is McGee’s answer:

Innocean Australia client partner, Hyundai, Ian Hartley, commented, “The campaigns that resonate with customers the most come from real insights and everyone on the team who has kids really related to this idea. We’ve had great fun working on what is a brand new offering from Hyundai with a client who was ambitious and brave enough to help us bring this idea to life in a really charming way.”

In online channels, “Kidults” were used to review the features and specs of the Palisade with honest appraisals and the full campaign is running in digital video, social, digital display, CRM, TV, cinema and point of sale.

Hyundai Australia chief marketing officer, Kevin Goult, noted, “This is a very exciting time for Hyundai. The Palisade is one of our most significant launches this year. It’s a new nameplate and a new category for Hyundai – an eight seat SUV. The strategic challenge was to launch this model at the same time as our other new large SUV, the Santa Fe and separate them in the mind of our customers to give each vehicle their own distinct identity. I think we’ve done that in spades using insights gained from our own customer research.”

Credits:

Agency: Innocean Australia

Executive Creative Director: Wes Hawes
Creative Director: Dan O’Connell
Creative Team: V. Wassim Kanaan & Damon Porter
Director of Integrated Production: Craig Sloane
Senior Integrated Producer: Warrick Nicholson
Head of Strategy: Karl Bates
Client Partner: Ian Hartley
Senior Account Director: Vincent Pled
Account Director: Sarah Gardan
CX Director: Romy Briers
Digital Production: Wellcom
Retouching: Cream

Production Company: Good Oil
Director: Fiona McGee

Executive Producer: Sam Long
Producer: Claire Richards
Editor: Mark Burnett @ The Editors
Post Production & VFX: Alt VFX
Music Composition & Sound Post Production: Sonar Music