Football Fans Make Questionable ‘Choices’ in Innocean’s NFL-Fueled Effort for Hyundai

Innocean USA launched a new football-themed campaign for Hyundai, with NFL fans making some seriously questionable decisions tied to their love of the sport.

In “Choices,” a child informs his dad from the backseat that his baby brother vomited on himself. So the dad pulls over his Hyundai Santa Fe and looks in the trunk to discover the only thing he has to wipe it up is his prized Pittsburgh Steelers towel. He finds a creative, if not entirely responsible, solution.

In “Fishing Trip,” a Miami Dolphins fan’s wife tells him, “Don’t forget, we’re taking my parents out on the boat this Sunday.” Dismayed, he drives his Hyundai Elantra down to the docks and takes drastic measures, playfully set to the tune of Chirstoper Cross’ 1980 hit “Sailing.”

While the spots manage to show off a couple of each vehicle’s features, such as the Santa Fe’s Sirius XM recording feature, they suffer from their reliance on the  bumbling dad/husband stereotype. Sure, the men in the spots are motivated by their love of NFL football but their actions (come on dad, no spit rag in the car?) come across as clueless and in the case of “Fishing Trip,” completely selfish. The agency did a better job of crafting a spot celebrating intense fandom in its recent “Field Goal” spot, which featured a dad exiting his house to celebrate a game-winning field goal in his car so as not to wake his sleeping baby. Still, it would be nice to see a female fan take center stage in at least one spot, especially considering women make up about 45 percent of NFL fans.

Credits:
Client: Hyundai
Chief Marketing Officer: Dean Evans
Director, Brand Marketing Communications: Paul Imhoff
Senior Group Manager, Brand Marketing & Advertising: Monique Kumpis
Agency: Innocean USA
CCO: Eric Springer
Group Creative Director: Barney Goldberg
Associate Creative Director, Art: Jose Eslinger
Associate Creative Director, Copy: Carissa Levine
VP, Group Account Director: Marisstella Marinkovic
Account Director: Bryan DiBiagio
Account Supervisor: Jene Crandall
Account Executive: Alison O’Neill
Director of Product Information: Brian Bittker
Product Information Specialist: Lawrence Chow
Senior VP, Planning and Research: Frank Striefler
VP, Planning Director: Kathleen Kindle
VP, Media Planning: Ben Gogley
Media Director: James Zayti
VP, Director of Integrated Production: Victoria Guenier
EP/ Content Production: Nicolette Spencer
Content Producer: Melissa Moore
Business Affairs Director: Ann Davis
Assoc. Business Affairs Director: Lisa Nichols
Broadcast Traffic Supervisor: Theresa Artaserse
Broadcast Traffic Manager: Valerie Neibel
Project Management Supervisor: Darin Schnitzer
Production Company: O-Positive
Director: David Shane
DP: Ottar Gunnerson
Executive Producer: Ralph Laucella
Producer: Ken Licita
Product Manager: Sameet Patadia

Hyundai Drivers Do the Most Asinine Things for Football in Brand's New NFL Ads

Hyundai drivers are weird, weird people who do weird, weird things because of football, according to Innocean USA’s amusing new ads for the NFL sponsor.

In “Choices,” a Pittsburgh Steelers fan has to clean up baby mess in his Hyundai Santa Fe. But what if he misses a crucial play while deciding whether or not to wipe up the vomit with his Terrible Towel? Thanks to his car’s 8-inch Touch Screen with Sirius XM recording feature, he won’t miss anything. As for the vomit, well, you can see for yourself.

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These Clever Hyundai Print Ads About Your Blind Spot Make Vehicles Totally Disappear

Everyone has a blind spot while they’re driving, when vehicles are in between your field of vision and what the mirrors show. These Hyundai ads from Ukrainian agency Tabasco cleverly address this by demonstrating a different kind of blind spot—the one on your retina.

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Hyundai Sends a Girl's Message of Love to Her Astronaut Dad Watching From Space

A lot of brands attempt space-related stunts. But for all the wonder inherent in the heavens, many of these campaigns forget that just being up there isn’t enough. You need a human connection for any of it to matter to viewers. (This is why Felix Baumgartner’s Red Bull stunt was such a juggernaut—it was all about testing what means to be human. It’s also why a lot fewer people cared when Jose Cuervo mixed a margarita in space.)

Hyundai just released its own little space movie, and it’s a great addition to the category. The automaker found a 13-year-old girl from Houston whose father is an astronaut. He’s away a lot, and she misses him. So, Hyundai orchestrated a sweet and pretty otherworldly stunt—using a fleet of Hyundai Genesis sedans to write a giant version of her message of love, in her own handwriting, across Nevada’s Delamar Dry Lake, so her dad could see it from the International Space Station.

It’s a pretty grand production. The resulting image—almost three and a half square miles in total—has been approved by Guinness World Records as the largest tire track image ever made. There’s also a pretty extensive online tie-in at amessagetospace.com.

Predictably, the film stumbles only when it tries to explicitly tie back to the Hyundai brand. (The on-screen line “Your stories inspire our innovative thinking” is just silly and should have been cut.) The vehicles speak for themselves, as they nicely become the instrument that makes the whole thing possible. (If you must know more, the press materials say the stunt “required a vehicle with outstanding engine performance, precise handling, a proven powertrain, and excellent driving stability to cope with the rough surface while creating the elaborate message.”)

It’s not meant to be a hard sell, though. Scott Noh, head of the overseas marketing group for Hyundai Motor Company, is right when he says the video is mostly about “demonstrating our caring vision to our customers.”

See the behind-the-scenes below.



Innocean Tells Story of ‘Bad Neighbour’ for Hyundai

Innocean Australia launches a new campaign for the Hyundai Sonata with a 60-second spot entitled “Bad Neighbour.”

“Bad Neighbour” opens on a man with a broken leg waiting for his neighbour to drive him to work. The neighbour shows up and seems immediately taken with the man’s new Sonata. Over the course of the ad, we see the pair on their daily routine as the neighbour grows more and more fond of the car, which becomes a problem when the car’s rightful owner is ready to get behind the wheel again.

This type of approach is really dependent on pacing and director Nick Ball handles that well, giving the feeling of time passing in such a way that the spot’s conclusion doesn’t feel rushed. Rather than play the ending as a surprise, it feels more like a foregone conclusion, arrived at gradually over the course of the 60 seconds, which helps make the conclusion not feel as cheap as it could have. The campaign will also include a spot tied to Hyundai’s sponsorship of the ICC Cricket World Cup, which begins February 14th, and will be supported by a digital component.

Credits:

Client – Hyundai Motor Company Australia

Managing Director, Oliver Mann

Senior Manager Marketing, Andrew Knox

Brand Communications Manager: Kate Fabian

Marketing Coordinator: Luke Hartin

Agency – Innocean

Creative Director: Scott Lambert

Creative: Mike Lind

Agency Producer: Tania Templeton

Group Business Director: Tim Hiley

Business Director: John Larkin

Business Manager: Raoul Gundelach

Production Company: Finch

Director: Nick Ball

Executive Producer: Rob Galluzzo

Producer: Julianne Shelton

DOP: Ross Emery

Editor: Seth Lockwood – Method

Sound design: Song Zu

Music Composer: Jonathan Dreyfus

Hyundai Will Air an 11-Minute Sci-Fi Film During the Ad Breaks of TNT's Legends Premiere

Serious commercials are hard to do well, but when you’re doing content specifically for TNT’s upcoming Sean Bean spy thriller, Legends, it’s sort of mandatory.

So Hyundai and TNT turned to New Form, the ad shop run by movie idea guys Brian Grazer and Ron Howard, to create an energetic three-part story that will air over a combined total of 11 minutes during the limited commercial slots of Wednesday’s Legends pilot.

TNT has pulled out all the marketing stops for the launch of Legends, and several of its ideas have been rather clever. (Given its star’s career history, my favorite is the #dontkillseanbean hashtag game on Twitter). Hyundai’s long-form ad, however, is certainly the flashiest.

In the three-part short film, a man chases down the shadowy corporation that’s kidnapped his girl, and while the new Hyundai Genesis sedan plays a major part in the show, viewers won’t feel overly bombarded by brand messaging.

The video is part of a larger partnership around the series for Hyundai, too. Not only will the automaker sponsor the show on air, but it will also have category exclusivity and will sponsor digital versions of the show, too.

More broadly, the digital presentation is a nice perk for cable subscribers, who will be able to get the show’s premiere episode a week before it debutes via TNT’s on-demand service or the WatchTNT app. The episode will also play on TNTDrama.com, though it requires subscriber verification (as does most everything these days).



Ad Shows That Hyundais Drive Well Even If You're Blindfolded, or Not There at All

To show off its “Smart Caring” driver assistance features, Hyundai set up an empty car convoy, in which a stuntman (who was blindfolded, mind you) led a bunch of driverless cars down an empty highway to test their response to some basic driver’s-ed-video stuff—namely the cruise control, lane keeping and emergency braking features.

Also, the stunt people who were driving the other cars all leaped from them on to a padded flatbed, which was pretty awesome.

The idea that these cars can drive themselves shouldn’t have to fight for my attention in a commercial, so Hyundai may have overdone it with all the extra Volvo Trucks-style stunt work here. But there’s really no better way to show off what these cars can do, so we’ll call it a wash and say that living in the future is great.



ShortCuts usa referências de 70 filmes para falar de inspiração para a Hyundai

O cinema costuma ser uma grande fonte de inspiração para o universo publicitário, que costuma utilizá-la com frequência para gerar impacto e engajamento. Mas não para por aí. Na Alemanha, a Hyundai está lançando uma nova campanha, que parte da pergunta “O que inspira você?” e a primeira resposta vem em forma de um vídeo de 10 minutos criado pelos cinéfilos do ShortCuts, que usaram referências de 70 clássicos da sétima arte.

Nas próximas semanas, especialistas de outras áreas deverão responder a pergunta, cada um à sua maneira, mas este primeiro vídeo é imperdível.

É divertido tentar adivinhar qual será o próximo filme e ter a oportunidade de se surpreender com as escolhas dos ShortCuts, que ainda contracenam com discreto i10. Vale pelas risadas e legendas em inglês estão disponíveis.

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Budweiser lidera mais uma vez o top 10 do Super Bowl AdMeter

Se alguém ainda tinha dúvidas de que a Budweiser levaria, mais uma vez, a liderança do Super Bowl AdMeter, realizado pelo USA Today, elas acabaram. Puppy Love, o fofíssimo comercial criado pela Anomaly e estrelado por um cãozinho e os cavalos Clydesdale, ficou em primeiro lugar no top 10, repetindo o feito de Brotherhood no ano passado. Foram 57 comerciais exibidos no jogo de ontem, três a mais do que em 2013.

Foi a consagração total da marca e da agência, mas também serviu para mostrar que é possível contar boas histórias sem precisar complicar, emocionar, sem ser piegas. Basicamente, o que a gente espera do maior embate do mercado publicitário: que realmente sejam os melhores entre os melhores.

Outro filme da Budweiser, Hero’s Welcome, que mostra uma cidade recepcionando um soldado que está voltando para casa, ficou em terceiro lugar.

Doritos também se deu bem mais uma vez, e dois comerciais do Crash the Super Bowl ficaram em segundo e quarto lugares – Cowboy Kid e Time Machine, respectivamente. A invasão dos personagens dos anos 1980 no comercial da RadioShack garantiu à rede a quinta colocação, enquanto a Hyundai ficou em sexto com Sixth Sense.

A fofíssima Gracie, de Cheerios, Technology, da Microsoft, e Going All the Way, da Coca-Cola, ficaram com a sétima, oitava e nona posição. Soundcheck, da Pepsi, encerra o top 10.

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Hyundai Giving Away Another Zombie-Proof Survival Machine in Latest Walking Dead Tie-In

The new ad in Hyundai's ongoing tie-in with AMC megahit series The Walking Dead features a scruffy bunch of zombiepocalyse survivors who could pass for Woodbury refugees taking shelter with Sheriff Rick and crew. That means they'll probably be dead soon. Sharp sticks will get them only so far against angry hordes of walkers and that pesky black cloud that hangs over our heroes.

The latest commercial, from Innocean USA, helped kick off the drama's fourth season this week and launch the next round of Hyundai's Chop Shop initiative. Fans can win a custom-designed, tricked-out, zombie-proof 2014 Hyundai Tucson in the "Survive and Drive" sweepstakes. If it's anything like the inaugural prize, unveiled at the recent New York Comic-Con, there will be razor wire and machine guns.

Hyundai, an early sponsor of The Walking Dead, has to love this killer alliance. The show's Season 4 premiere pulled in a record-busting 16.1 million viewers, up 30 percent from its previous high-water mark. More Chop Shop-centric ads will debut on Hyundai's social media networks within the next few weeks. See the previews below.

CREDITS
Client: Hyundai Motor America
Spot: "Speech"

Agency: Innocean USA
Executive Creative Director: Greg Braun
Creative Directors: Barney Goldberg, Scott Muckenthaler, Tom Pettus
Art Director: Arnie Presiado
Copywriter: Jeb Quaid
VP, Director of Integrated Production: Jamil Bardowell
Executive Producer, Content: Brandon Boerner
Product Specialist: Lawrence Chow
VP, Account Director: Juli Swingle
Account Supervisor: Darcy Tokita
Account Coordinator: Kohl Samuels
VP, Digital Engagement and Strategy: Uwe Gutschow
VP, Media Planning: Ben Gogley
Media Director: James Zayti
Senior Business Affairs Manager: Lisa Nichols
Project Manager: Dawn Cochran

Production Company: Biscuit Filmworks
Director: Mike Maguire
DP: Neil Shapiro
Executive Producer: Colleen O'Donnell
Producer: Tracy Broaddus
Production Supervisor: Mitch Livingston
Casting Agent: Mary Ruth

Editorial Company: Union Editorial
Editor: Jim Haygood
VP Executive Producer: Megan Dahlman

Music Company: Human
Producer: Jonathan Stanford

Telecine Place: Company 3
Online Place: Union Editorial
Record Mix Place: Eleven Sound


    

Hyundai faz piada dos discursos clichês em “The Walking Dead”

Ontem estreou a quarta temporada de “The Walking Dead” nos Estados Unidos – e na locadora do Paulo Coelho – e com ela a continuação da parceria da série com a Hyundai.

O aplicativo Chop Shop, que permite a criação de um carro à prova de zumbis virtual, ganhou um comercial veiculado no intervalo do episódio “30 Days Without an Accident”.

O filme brinca com os discursos clichês de situações catastróficas – como um apocalipse zumbi – com o protagonista dizendo: “tudo o que você precisa para sobreviver é coragem, força de vontade, bláblablá”. Mas é fácil pra que tem um máquina de matar contra aquele que tem apenas um graveto (e pouca coragem, certamente).

Criação da agência Innocean.

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Hyundai repete parceria com The Walking Dead em aplicativo

No ano passado, a Hyundai convidou o criador de The Walking DeadRobert Kirkman, para criar um um carro à prova de zumbis. Este ano, a marca resolveu repetir a parceria com a série, mas desta vez são os fãs que vão projetar um veículo capaz de defendê-los da ameaça zumbi, utilizando o aplicativo The Walking Dead Chop Shop.

É possível escolher entre três modelos da Hyundai para customizar, entre eles o Elantra, Veloster Turbo ou Santa Fé, acrescentar uma armadura e qualquer uma (ou mais) das 300 peças disponíveis. Depois de montados, os carros recebem uma pontuação de sobrevivência. O melhor carro vai ser construído e apresentado em outubro, na edição de Nova York da Comic-Con.

No site há uma galeria com os mais de 13 mil veículos já idealizados pelos fãs, desde os mais caros até os mais ofensivos, passando pelos mais rápidos e com melhor chances de sobrevivência.

Por enquanto, o aplicativo está disponível para iPhone, mas em breve ele poderá ser baixado na Google Play. A criação é da Innocean USA.

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Hyundai Remixes Bob Marley’s ‘Three Little Birds’ for New Ad

Hyundai is getting a lot of coverage for putting Bob Marley's "Three Little Birds" in an ad for its Assurance Connected Care in-car customer-service program, largely because the late reggae icon's music is so infrequently licensed for ads. The automaker is also sponsoring a remixed version (done by Bob's son Stephen Marley and DJ/producer Jason Bentley) of Marley's Legend album, which features the song, and a three-minute documentary about the remix project. Despite all the fuss, what strikes me most about the spot, from ad agency Innocean, is how bland it is. It's not bad per se, but the music takes a back seat, as it were, to an informative but uninspired voiceover ("What if your car could help schedule its own service? Call for help with your exact location if you ever ran into trouble out there?") and sight gags involving signs that read "No worries" and "It's all good." The only special element is the song, and it's basically background music, like a tune playing on the car's radio. Any upbeat track would have been equally effective. This is Bob Friggin' Marley! Lively up yourself! Why not seed something more, you know, high concept?

    

Yet Another Car Ad Depicts Failed Suicide to Promote Clean Emissions

A disproportionate number of car ads—usually unapproved, never officially released, sometimes ultimately revealed as hoaxes—have focused on suicide. Inhaling car-exhaust fumes has been the most popular method of attempted demise in these spots, with such efforts failing because the vehicles involved are low-emission models. That's the joke. I use the term loosely. Hyundai joins the dead pool with this apparently European commercial for its iX35 "100 percent water-emissions" model. The clip shows a middle-aged guy trying unsuccessfully to off himself in his garage. It's getting popular online. Neither Hyundai nor ad agency Innocean responded to queries. The creative approach is similar to earlier spots for other nameplates, notably Citroen and Audi. The death-wish commercials featuring those cars are superior, with Citroen's use of stylish dark humor really bringing the suicide theme to life. As for Hyundai, well, personally I wouldn't be caught dead in one.

    

Super Bowl 47: Hyundai “Gaspocalypse”

Super Bowl 47

Este será o segundo comercial da Hyundai no Super Bowl 2013, promovendo também o modelo Sonata, mas agora na versão híbrida.

À la “Max Max”, a marca coloca o carro em um mundo pós-apocalíptico, onde o combustível é artigo de luxo para pontuar a eficiência do Sonata Hybrid.

Assim como o filme anterior, a criação é também da agência Innocean, com locução do ator Jeff Bridges.

Hyundai
Hyundai

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Super Bowl 47: Hyundai mostra os motivos para você querer um carro turbo

Super Bowl 47

A Hyundai vai usar seu espaço no Super Bowl 2013 para promover o novo Sonata Turbo.

E por que você deveria ter um carro turbo? É o que a marca mostra durante os 30 segundos, diversos motivos essenciais para estar sempre na frente.

Assim como nos últimos anos, o filme tem locução do ator Jeff Bridges. A criação é da agência Innocean.

Hyundai

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Hyundai Vision Hall

Le célèbre collectif Universal Everything nous propose cette superbe installation appelée « Made By Humans » pour le Hyundai Vision Hall, situé en Corée du Sud. Visuellement très réussie, cette projection est à découvrir en vidéo HD dans la suite de l’article. Le tout sur le sound-design de Simon Pyke.

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Para mostrar o espaço do i30, Hyundai transforma carro em hotel 5 estrelas

Na propaganda tradicional, para se mostrar como um carro é espaçoso, as campanhas geralmente usam famílias ou grupos de amigos viajando. A Fitzroy Amsterdam resolveu ir um pouco mais além para demonstrar, na prática, como o Hyundai i30 pode ser espaçoso e confortável, transformando o carro no “primeiro hotel 5 estrelas sobre quatro rodas”.

A Hyundai holandesa promoveu um concurso no Facebook para selecionar os fãs que iriam desfrutar de uma cama de casal super confortável, um sistema multimídia 24 horas e, claro, um “serviço de carro” nota 10.

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A hyper-matrix da Hyundai acaba de redefinir aquele seu briefing que diz: “temos que impressionar no evento”

Em um evento na Coréia do Sul, a Hyundai fez de seu pavilhão uma enorme hyper-matrix com milhares de cubos móveis como se fossem pixels.

A parede tem 8 metros de altura e 45 de largura, exibindo diversos tipos de figuras de acordo com a movimentação dos cubos feitos de isopor.

A criação é do grupo de arte JônPaSang, e você pode ver abaixo um making of do projeto:

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Hypermatrix Installation

Le collectif artistique coréen Jonpasang a élaboré pour cette installation époustouflante appelée « Hypermatrix » à l’occasion du 2012 Yeosu Exposition Hyundai Motor Group. Cette oeuvre de projection-mapping vidéo est composée de 3 murs contenant des milliers de cubes contrôlés individuellement.

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Hypermatrix Installation
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