The classic torture test gets an entertaining makeover by Innocean USA for Hyundai. Innocean uses a battering ram to highlight the car brand’s attention to safety and an elephant for quality. Plus these tests are performed in a theatrical stage production. None of this is what you’d expect and it’s very much what you’re likely to enjoy watching. Especially important during the Olympics when so many brands are vying for attention.

Two commercials have already launched. A third will demonstrate how every Hyundai vehicle is tested under extreme weather ranging from -20 to 120 degrees.

“We understand people trust what we do, not what we say,” said Angela Zepeda, CMO, Hyundai Motor America in Hyundai’s Quality is Not a Luxury campaign blog. “We are committed to going farther to earn our consumers trust and build quality cars that are dependable, long lasting, and safe. This campaign showcases how quality isn’t a luxury and what we’re doing is something you’d expect a premium brand to do.” 

“Despite the numerous industry awards and standard luxury features, there is still a misconception of the Hyundai brand,” added Jason Sperling, chief creative officer of Innocean USA. “This campaign is showing the evolution of Hyundai and that quality, dependability, reliability and safety is thoughtfully built into every model, in a way that breaks through the feature-driven auto ad clutter.”

The three 30-second spots will run throughout the remainder of 2024 across broadcast, digital and programmatic platforms and will extend across Hyundai’s social media channels such as TikTok, Instagram, Facebook and YouTube as well as CRM and HyundaiUSA.com, supported by custom social content.