A print ad that stops you in its tracks and make you pay attention? That’s unusual. This great feat is by Jung von Matt SPREE. The fun campaign, Trained in Vegas, for Hyundai Motor’s self-driving IONIQ 5 robotaxi is also running in OOH and DOOH.

The idea is that Hyundai Motor’s fleet of robotaxis learn continously from the traffic situations they come across. Therefore Las Vegas, arguably the most eccentric city in the world, is the perfect choice to train its algorithm. As we see the robotaxi successfully navigate Vegas’ unpredictable streets, the campaign notes that if the IONIQ 5 robotaxi can handle Vegas, it’s ready to handle just about anywhere.

The campaign, shot from the point of view of the robotaxi, features bizarre scenarios from Vegas’ streets, from an Elvis impersonator cruising on a mini-scooter to an alien skating down the road. Each motif is displayed alongside simple copy, emphasising that, in the face of unexpected situations, the robotaxi is smart enough to react accordingly.

The campaign’s humorous approach stands out boldly against typical autonomous driving communication that’s filled with technical details and jargon.

Sarah Buggle, creative director at Jung von Matt SPREE, stated, “The key highlight of the campaign is its style of communication; it rejects complex technical language that can leave people confused, disconnected, even mistrustful of autonomous vehicles, and instead offers a more relatable, real-world view of driverless tech.”

The campaign is launching this month worldwide across OOH, print and digital channels after kicking off with a DOOH placement in Las Vegas during the Consumer Electronics Show (CES), the premier global event for the latest in tech.

The campaign images were shot by Berlin photographer, Jules Esick, and post-produced by RECOM Group Berlin. On-ground support in Las Vegas was provided by Fixer Films.