MAKING SOME NOISE IN A CROWDED MARKET.
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.
INTRODUCING THE FUTURE OF SUVs BY GOING BACK TO OUR ROOTS.
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.