If you can get past the first few seconds of what appears to be another clichéd “parenting is hard” story, Innocean’s new commercial for Hyundai Santa Fe is hilariously (and rivetingly) appealing with its gradual crescendo of hyperbole. And it’s a very witty way to sneak in all those car ad moments to which automotive brands still cling.
The campaign positions the new Santa Fe as the perfect antidote to family chaos because it has been intelligently designed with today’s families in mind. “Intuitive design features create an environment that helps resolve family tension,” DOES feel like a bit of a stretch but the spot delivers on the promise of being a very comfortable – ideal, even – family car.
Innocean Australia executive creative director, Wes Hawes, commented, ”As parents we’ve all been there. Peace At Last is an enduring platform idea for the Santa Fe that resonates with families and just keeps getting better creatively. Director Michael Spiccia’s vision, paired with trusting, ambitious clients like Hyundai, and the talented team at Innocean Australia, help bring this angelically fun campaign to life. And Enya of course.”
Hyundai Australia chief marketing officer, Kevin Goult, stated, “With a significant number of new product launches in 2021 we‘re starting the year as we intend to finish it, with spectacular creative that pushes the Hyundai brand forward. The new Santa Fe model is up first. It’s more grown up, more premium, and more technologically advanced than ever before, just like the Hyundai marketing team and its agencies.”
Scoundrel Director, Michael Spiccia, added, “It was a real joy to service an idea that inherited so much fun and potential. I was grateful that the entire team were all on board from the very beginning. Especially from a client who instilled so much faith and trust to really support a direction that we were all excited about.”
The campaign is the first off the rank under the new Innocean leadership team. It has launched across digital video, social, CRM, TV, cinema, transit media and point of sale.
Credits:
Agency: Innocean Australia
Executive Creative Director: Wes Hawes
Creative Director: Dan O’Connell
Creative Team: Dan O’Connell & V. Wassim Kanaan
Head of Strategy: Karl Bates
Head of CX: Romy Briers
Client Partner: Ian Hartley
Senior Account Director: Vincent Pled
Account Director: Sarah Gardan
Director of Integrated Production: Craig Sloane
Integrated Producer: Louis Moore
Senior Integrated Producer: Warrick Nicholson
Finished Art & Design Juliana Bacmaga
Digital Production: Amanda Davis
Social Media Manager: Taylah Nilsson
Production Company: Scoundrel
Director: Michael Spiccia
Executive Producers: Kate Gooden & Adrian Shapiro
DOP: Jeremy Rouse
Production Design: Sherree Phillips
Casting: Allison Meadows @ Mullinars Casting
Editor: Mark Burnett @ The Editors
Colourist: Ben Eagleton
VFX: Fin Design & Effects
Music: Sonar Music
Track: Enya, Orinocco Flow
Music Clearance: Anton Trailer @ Trailer Media
Photography: Michael Corridore @ Photoplay
Client: Hyundai
Director of Marketing: Kevin Goult
Product Portfolio Marketing Manager: Helen Gilmartin
Product Marketing Specialist: Lisa Yau
