The subcompact SUV is one of the biggest and most competitive categories in the automotive marketplace, and the Tucson is the flagship of Hyundai’s fleet of SUVs, so this was the biggest, most important new vehicle launch in company history. No pressure. So, how do you stand out? Well, you give your SUV a complete re-design, inside and out, and give it more new, technologically advanced features than any other on the road. Then, you put on your thinking caps on and figure out a way to tell the world about it in an entertaining and memorable way.
When it came to the work, we looked to a philosophy that’s always been in Hyundai’s ethos, the notion that everything new and groundbreaking all starts as the same thing. A question. How can it be safer? Faster? More beautiful? And there’s never been a vehicle in which they’ve asked more questions than this one. We took this idea of “Question Everything” and decided to have a little fun with it, showing people pondering some of life’s humorous conundrums which culminate in a look at how the Hyundai designers and engineers came up with the Tucson’s advanced features by asking themselves similar kinds of head scratchers in the automotive realm.
We kicked the campaign off in a big way, bringing some major celebrity fire-power along for the ride, including Jason Bateman, Mindy Kaling, NBA all-star Kawhi Leonard, celebrity designer Nate Berkus, Food Channel star Giada De Laurentiis and pop latin sensation Becky G. The high-profile launch spot was followed by non-celebrity sustaining work that highlighted two more of the Tucson’s technologically advanced features.
Partnering with Disney for the next phase of the rollout allowed us to leverage some of their most popular and iconic properties and personalities, including ESPN’s John Buccigross, Blackish star Anthony Anderson, Tayshia Adams from The Bachelor, Marvel superheroes Loki and Captain America and WandaVision’s Elizabeth Olsen.