Innocean Kicks Off ‘Because Futbol’ for Hyundai

With the 2014 World Cup in Brazil now just over a week away, Innocean has kicked off Hyundai’s World Cup campaign, entitled “Because Futbol.”

In the campaign, two new in-game 30-second spots featuring the redesigned 2015 Hyundai Sonata will accompany digital, social, CRM, and retail executions. The spots will air on ESPN and Univision “as part of Hyundai’s exclusive whistle-to-whistle automotive advertising sponsorship of the World Cup series broadcasts on the networks.” The creative theme behind both “Avoidance” and “Boom” is fan passion, with Innocean likening fans loyalty to their team to Hyundai’s number one ranking in customer loyalty. In “Avoidance” a passionate fan leaves the office having recorded the day’s match. Seeking to keep himself in the dark on the game’s outcome, he goes through all sorts of trouble to avoid interacting with those who would spoil the surprise. “Boom” looks at a completely different aspect of fan passion. The campaign also includes a “#BecauseFutbol” site, built on the Tumblr platform, which “inspires and engages fans with unique content and tools developed by dozens of leading Tumblr artists and content creators.” Tumblr artist content will also be featured on the Times Square Billboard in New York during the days leading up to the World Cup.

“Soccer fans are more than just supporters of the game – they are die hard, loyal fanatics for their teams and countries,” said Steve Shannon, vice president, marketing, Hyundai Motor America. “As the industry leader in customer loyalty, Hyundai knows a thing or two about passion. This year’s World Cup campaign shows what being a ‘true’ fan really means; and how for 30 days people come together, lives change, emotions rise and unexpected moments happen.”

Stay tuned for credits and “Boom” after the jump. continued…

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Fred Armisen Hugs Bruce Willis for Honda, RPA

Since few would argue that the commercials were more interesting than the game last night, chances are you saw RPA’s “Hugfest” spot, featuring Bruce Willis and SNL-alum/Portlandia star Fred Armisen.

The simple, straightforward spot features Willis urging viewers to hug those around them that they care about — “the people that matter to you, matter to us” — as a way of emphasizing Honda’s commitment to safety. Armisen then appears and hugs Willis for the duration of the 60 second spot.

“Our simple, yet engaging, big-game spot is intended to highlight not only Honda’s deep concern for the safety of our customers, but the actual industry-leading crash test results that back up our commitment,” explained Mike Accavitti, senior vice president of auto operations at American Honda Motor Co., Inc.

The campaign extends beyond the big game spot, with a large social media component utilizing the hashtag #hugfest. During the Super Bowl, Honda posted “real-time video reactions from Willis about events such as penalties, fumbles and referee calls on the brand’s @Honda Twitter feed.” Immediately after the spot aired, Honda encouraged viewers to send virtual hugs (actually Willis hugging the camera) to loved ones who they couldn’t be near during the big game. Today, Honda is collecting hugs via Twitter by asking people “to send a picture or Vine of their hug with the hash tag #hugfest.” Bruce Willis will then respond with a “meme appraisal of the hug.” Additionally, Honda will have a homepage takeovers at MSN and ESPN, where a 30-second spot “How to Hug” video featuring Willis and Armisen will greet visitors to the sites. You can view “How to Hug,” along with credits after the jump. continued…

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Your Undead Post, Part II: Hyundai Builds Zombie-Killing Machine in ‘Chop Shop’

“If you want to survive, listen up.”

So begins Innocean’s new spot “Speech” for Hyundai (Two undead posts in a day? What the hell, it’s October). The speaker of those lines credits his ability to live off the land and fight for his survival, but an onlooker points to his Hyundai zombie-killing vehicle. Although the spot’s attempt at humor falls mostly flat, it was  perfectly timed, debuting last night during the premiere of AMC’s The Walking Dead. The 30 second spot was also show during Talking Dead last night, while “The Walking Dead Chop Shop” — the site that lets users build their own Zombie Survival Machine — launched during San Diego’s Comic-Con in July. Innocean’s television spot will be accompanied by three digital spots in all — “Speech,” “Cooler” and “Difference — airing on Hyundai’s social media channels.

The spot functions not just as a stand-alone advertisement, but as a way to drive viewers to the “The Walking Dead Chop Shop” site, which is a great tie-in. Actually, I’m kind of not sure if the spot is a tie-in for the site, or the site is a tie-in for the spot. I’m going with the former, since the site existed first. At any rate, we covered “The Walking Dead Chop Shop” back in July, but for the link-averse, here’s a short review: you can use any of three Hyundai vehicles as your base-vehicle and then pimp them out with all kinds of accessories, like razor wire, a “horde plow” and (of course) flame throwers and cattle guns. This isn’t exactly my sort of thing, but it should be a lot of fun for the car/weapon happy and zombie-obsessed. Credits after the jump.

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