Innocean Says The Future Wants Its Car Back With The All-New Hyundai Tucson

Innocean Says The Future Wants Its Car Back With The All-New Hyundai Tucson
B&T Magazine
Edited by B&T Magazine

Hyundai is to launch its new brand organising idea this month called “Imagine that”, by creative agency Innocean Australia.

It centres on the all-new TUCSON SUV in a campaign that brings Australians closer to tomorrow’s car today.

Hyundai Australia’s new brand idea focuses on Hyundai’s world class innovation credentials. The all-new TUCSON marks a step change for Hyundai, helping customer reappraisal of the brand to one which is more visually desirable and innovative.

The campaign idea, “tomorrow wants its car back” is based on the revolutionary all-new TUCSON as a preview of Hyundai’s bold design and innovation led future, a car that looks so futuristic that it really shouldn’t be available in 2021.

The campaign execution sees robots coming from the future to steal back what is rightfully theirs from 2021.

The campaign launched in phases to accommodate COVID-induced product supply uncertainty earlier this year across CRM, social and digital, hinting at the campaign idea with subtle glimpses of unexplained robots, glitches in digital display and robot references in CRM communications.

The campaign phasing reacts to movements within this supply chain and model availability.

A suspense-building pre-launch TV commercial mysteriously hinted at what is to come with glimpses of an unexplained object in a Tucson driver’s blind spot monitor and subtle robot eyes watching from the trees as the couple lock up their car and walk to the house.

In the final launch commercial directed by Scoundrel’s Michael Spizzia, we see robots creep from the bushes, luxuriate in the TUCSON’s good looks, experience its incredible tech, and then frantically drive the car back to the future, after being startled by the family dog.

The robots infiltrate social, radio, digital, out-of-home and CRM in an effort to get their futuristic car back. In the later stages of the campaign the bots even stalk Hyundai’s own channels and media to threaten would-be owners and reclaim what’s rightfully theirs.

Hyundai Australia chief marketing officer, Kevin Goult, said: “The all-new TUCSON really is tomorrow’s car today, so it was the perfect model to be a proof point for our new brand organising idea, ‘Imagine that’. This truly is a flexible, fully integrated campaign designed to work with the requirements of our business this year and represents a step change for Hyundai. This is only the start.”

Innocean Australia executive creative director, Wes Hawes, said: “by working closely with our partners at Hyundai we were able to react to the problems facing the automotive industry and successfully launch a new brand platform using one of their most innovative, futuristic models – the all-new Tucson.”

“The phasing and reactive design of the campaign actually made it all the more impactful, with bots discreetly hidden in multiple channels, before being unleashed to stalk and infiltrate our own advertising and steal the Tucson back. It’s essentially a COVID era campaign – except you’d never know that.”

Innocean client partner, Ian Hartley, said: “This is a very interesting time to be involved with the automotive industry and particularly Hyundai who blow me away every day with their innovation and new product – so robots from the future couldn’t be more appropriate. I’m loving the opportunity to help steer this brand into what will be a really bright future in Australia.”



Director of Marketing: Kevin Goult
Senior Marketing Managers: Helen Gilmartin, Nick Cook
Product Marketing Specialist: Lisa Yau


Executive Creative Director: Wes Hawes
Creative Director: Dan O’Connell
Creative Team: Mitchell Sutton and Josh Campbell
Head of Strategy: Karl Bates
Head of CX: Romy Briers
Client Partner: Ian Hartley

Senior Account Director: Vincent Pled
Account Director: Sarah Gardan
Director of Integrated Production: Craig Sloane
Integrated Producer: Louis Moore
Senior Integrated Producer: Warrick Nicholson
Finished art/Design: Juliana Bacmaga
Digital Production: Wellcom


Production Company – Scoundrel & MJZ
Director – Michael Spiccia
Executive Producer – Adrian Shapiro
Executive Producer – Kate Gooden
DOP – Ross Giardina
Casting – Mullinars Casting
Edit – Jack Hutchings, The Editors
Post Production – Fin Design & Effects
VFX Supervisor – Justin Bromley
Head of Visual Effects / EP – Alastair Stephen
CG Supervisor – Simon Clarke
Flame Artist – Alex Patterson
VFX Producer – Isabelle Howarth
Colourist – Ben Eagleton
Sound Design & Mix – Squeak E. Clean Studios
Creative Director / Sound Designer – Simon Lister
Head of Production – Emma Hodge
Music House – Turning Studios
Composer – Elliott Wheeler
Music Producer – Carla de Menezes Ribeiro


Production company: Photoplay

Photographer: Michael Corridore

CGI Tucson Car build and comping of Robots: Cream Electric Art

CGI Robots: Fin Design & Effects
360 HDRI Dome + Environment Backplate: BearStock


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