OK, so now the humorous story that puts a car through its paces is the new car ad cliché, but this one is the best so far. Innocean Australia shows off what the Hyundai Tucson can do via a story about a camping disaster. The idea behind the ad is that the Tucson was made to take the tough stuff, even if you weren’t.

This time, even the premise is genuinely funny and the story is honestly relatable.

The agency was faced with the fact that the medium SUV category is one of the most competitive. Its job was to demonstrate, in an authentic and honest way, how the Tucson’s driving credentials and tech benefit and resonate with an audience that lives in the city.

Innocean creative, Chris Wilson, commented, “People don’t really test their SUVs in the wild. There are way more SUVs in the Bondi Junction Westfield carpark than there are in the bush.”

Creative, Roy Leibowitz, added, “That’s why the couple in our spot is a bit like us, more comfortable pitching an idea about a tent than actually pitching a tent.”

Hyundai Australia director of marketing, Bill Thomas, noted, “A lot of people who buy SUVs live in the city, but love the option to go off-road occasionally. Our campaign shows the Tucson being put through its paces and makes you think – if it’s tough enough to handle the country it can certainly look after you in the city.”

The campaign is running across broadcast, print, digital, cinema and point of sale.

The hero spot is supported by three product ads:

Credits:

Creative Agency: Innocean Australia
Executive Creative Director: Steve Jackson
Creative Director: Dan O’Connell
Creative Team: Chris Wilson & Roy Leibowitz
Group Account Director: Philip Sherar
Planning Director: Damian Damjanovski
Account Director: Vincent Pled
Producer: Craig Sloane

Production Company: Goodoil Films
Director: Fiona McGee
Producer: Claire Richards
Executive Producer: Sam Long
DOP: Shelly Farthing-Dawe
Editor: Mark Burnett @ The Editors

Post Production & VFX: Fin Design
VFX Supervisor: Stuart White
Lead Compositor: Drew Downes
VFX Producer: Emily Newbould
Colourist: Andrew Clarkson
Production Design: Shane Bennett

Sound Design: Simon Lister @ Nylon Studios
Music: Lemonheads Outdoor Type

Client: Hyundai Motor Company Australia
Director of Marketing: Bill Thomas
GM, Marketing Comms: Andrew Knox
Product Marketing Manager: Helen Gilmartin
Marketing Specialist: Lisa Yau