Australians know Hyundai has been a mainstay on Aussie roads for at least 40 years, yet according to the automotive brand it remains a little known fact that Hyundai has been doing big things in the electric vehicle space since 1991, when they released a prototype of a fully electrified Hyundai Sonata.
And, as the EV market enters a new phase of growth, Hyundai touts this history of EV innovation to launch its new mid-sized SUV, the all-new ELEXIO.
In this campaign Innocean Australia comedically brings to life Hyundai’s long and rich EV pedigree with the ‘Looooooong Campaign’ where every touch point dramatises the 35 years Hyundai has been doing EVs.
In the film, viewers meet two best friends discussing what made one choose the Hyundai Elexio. What plays out is a very simple and “Loooooooong” explanation. The idea was extended with fit for purpose social, making the friends’ story impossibly longer.
With media strategy, planning, and buying spearheaded by Innocean’s integrated media team, the campaign integrated creative and media to achieve maximum impact. Placements were highly contextual, specifically targeting petrol stations in areas with strong EV receptivity, capturing consumers precisely when fuel prices might prompt them to consider an electric alternative.
The campaign’s signature loooong execution was also prominently showcased across consecutive motorway sites and street furniture panels, as well as the notoriously tricky sports stadium hoarding placements, which were ingeniously transformed into ultra-wide ‘Loooooooooooooooooong’ executions, which premiered to AFL fans on March 7 2026.
“With a large number of new EV entrants entering the Australian market, not many OEMs can claim to have five years experience let alone say that they have three-and-a-half decades of EV innovation,” said Dominique Allen, general manager marketing communications.
“With a lot of Jonny come lately entrants in the EV space, we hit upon a staggeringly simple and unique insight for the Hyundai Elexio and sometimes the best play is to just say it straight and great” said Brendan Willenberg, executive creative director, Innocean Australia.
The campaign will roll out across film, digital, social, sponsorship and CRM.
Credits:
Client: Hyundai Australia
Dominique Allen – General Manager Marketing Communications
Hayley Phillips – Senior Manager, Brand & Product Marketing
Emily Melinz – Brand & Product Marketing Manager
Matthew Vesperman – Product Marketing Assistant Manager
Creative & Media Agency: Innocean Australia
Brendan Willenberg – Executive Creative Director
Giorgia Butler – Chief Strategy Officer
Adam Hosfal – General Manager Advertising
Tom Cumberworth – General Manager Media
Monique Pardavi – Head of Production
Catherine Cumming – Group Account Director
Haseeb Malik – Account Director
Jack Cornwell – Senior Strategist
Neil Walshe – Art Director
Benn Sutton – Copywriter
Tom Padfield – Integrated Communications Senior Manager
Ivan Chee – Integrated Media Assistant
Kate Finn – Planning Manager
Lewis Steele – Head of Content
Francesca Alvandi – Content Director
Josh Bisset – Digital Content Creator
Production: Rabbit
Director: Owen Trevor Black
EP/Partner: Lucas Jenner
Producer: Morgan Hind
DOP: Aaron McLisky
Post Production:
Editor: Ryan Boucher
Sound: Sonar
Key Visual Production: Wellcom Worldwide
Jake Condon – Retouching and Integrated Producer
Sean Thomas – Photographer
Grant Glaves – Retoucher
Kim Garraway – Integrated Producer
Daniel Goh – Designer
Kimberly Jeffries – Finished Artist
