BROADCAST
Hyundai Tucson
The Tucson is Hyundai’s flagship SUV in a market where SUVs have become ubiquitous, so this was the biggest launch in company history. 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 started as the same thing. A question. How can something be safer? More exciting? 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 and bring 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 along for the ride. Director: Bryan Buckley.
Honors: Cannes Shortlist One Show
We also did two sustaining spots, one highlighting its digital key feature…. Director: Bryan Buckley.
…The other showing off its large 10.25 inch infotainment screen. Director: Bryan Buckley.
We then created a second phase of the campaign by partnering with Disney and Marvel Studios, bringing the “Question Everything” concept into some of their most famous and beloved franchises.
Honors: Silver Clio
Hyundai PALISADE
What better way to show off Hyundai’s largest SUV (and it’s third-row seating and in-cabin intercom system) than following one family’s descent into madness at the country fair? Director: Jim Jenkins
Hyundai Elantra
The first of two launch spots for the totally redesigned sedan featured its class-exclusive digital key. Director: Aaron Stoller
The sister spot highlighted another of Elantra’s technology features, Dynamic Voice Recognition. Director: Aaron Stoller
Super Bowl LI - “OPERATION BETTER”
For Super Bowl LI, Hyundai wanted to do something different from efforts in years past. This time we gave thanks to those who made the game and all the freedoms we enjoy possible, the men and women of the armed forces. But we wanted to do it in a way that had never been done before. The result was a 90 second spot directed by Peter Berg that was filmed overseas while the game was being played, edited by halftime and ran in the first slot after its thrilling ending.
Honors: Cannes Shortlist One Show
The next morning, behind the scenes with Good Morning America.
HYUNDAI SANTA FE
Studies show that spending quality time with the family is more and more becoming a thing of the past. Parents have more responsibilities than ever and their kids have a seemingly endless variety of activities, sports and programs they’re involved in, not to mention never looking up from their devices. In this campaign we wanted to position the Santa Fe as the perfect SUV for family reunions of the nuclear variety. Director: Craig Gillespie
Honors: Graphis - Gold
Hyundai/NFL partnership
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LEGENDARY COMMUTES
Created to support Hyundai’s post-pandemic “Welcome Back to the Commute” effort for the new Kona SUV, we partnered with NBC and Sunday Night Football to create the best commute ever for two lucky football superfans. We did a search on team fan sites to find our would-be commuters and completely surprised them one random weekday morning with their favorite players, legends Emmitt Smith and Ray Lewis, standing in their driveways, inviting them to climb aboard one of two Hyundai SUVs and chew the fat while driving them to the office. Cut down :30s played during both the Sunday Night Ravens and Cowboys games and invited viewers to view the trip in its entirety on LegendaryCommutes.com
Hyundai Highways
The Hyundai Kona Electric is a smaller SUV that gets one of the longest ranges on a single charge of any vehicle on the market at 258 miles. To show just how much you can go, see and do in that 258 miles we created our own travel show in the form of an episodic Youtube series taking viewers on five of the most insanely scenic drives in the country, capturing all the cool, interesting and curious stops along the way and leaving no emissions behind.
Episode 1: Highway 9 through Zion National Points of interest include Angels Landing, Temple of Sinawava, The Great Arch, Zion-Mt. Carmel Tunnel, Checkerboard Mesa and Thunderbird Restaurant.
Episode 2: Highway 190 & Badwater Road through Death Valley Points of interest include Amargosa Opera House, Badwater Basin, Devil’s Golf Course, Artist’s Palette and Zabriskie Point.
Episode 3: Highway 198 through Sequoia National Points of interest include Tunnel Log, General Sherman Tree, President Tree, Crystal Cave, Project Survival’s Cat Haven.
Episode 4: Pacific Coast Highway through Big Sur Points of interest include San Carlos Cathedral, Moon Tree, Bixby Bridge, Napenthe Restaurant, Herman Miller Library and Piedras Blancas Elephant Seal Rookery.
Episode 5: Grand Tetons Scenic Loop through the Tetons and Yellowstone Points of interest include Mormons Row, Schwabacher Landing, Snake River Overlook, Old Faithful, Old Faithful Inn, Grand Prismatic Spring
Hyundai/NFL partnership - Cover 2
This custom-branded content series provides fans with a closer look at some of the league's best rivalries. The three-part series (which aired before the best Sunday night NFL matchups) brings together a former player from both teams playing that night, who discuss aspects of the rivalry that make it special to them, the fans and the teams, while driving around the home-team city in a Hyundai Santa Fe. I worked on this episode featuring Hall of Fame running back Stephen Jackson of the Rams and linebacker Patrick Willis of the 49ers, two legends who were also maybe the nicest guys I’ve ever met.
Hyundai Webumentaries
Hyundai wanted to make prospective customers aware of the changes they’ve enacted internally that have resulted in improvements in the company, the product and the community. They asked us to create online video documentary shorts to tell these stories from a behind-the-scenes perspective, which can be viewed on their website.
