Media: TV/ digital
Category: Automotive
Client: Hyundai
Product: Hyundai Ioniq HEV
Agency: INNOCEAN Worldwide Americas
Executive Creative Director: Eric Springer
Group Creative Director: Barney Goldberg, Jeff Bossin
Associate Creative Director, Art: Kiran Koshy
Associate Creative Director, Copy: Will Gorman
VP, Group Account Director: Mike Braue
Account Director: Lester Perry
Account Executive: Alison O'Neill
Director of Product Information: Brian Bittker
Product Information Specialist: Lawrence Chow
Senior VP, Planning and Research: Frank Striefler
Director, Integrated Planning: Tim Anderson
VP, Media Planning: Ben Gogley
Media Director: Sean Gilpen
VP, Director of Integrated Production: Victoria Guenier
EP/ Content Production: Brandon Boerner
Content Producer: Kira Linton
Business Affairs Director: Ann Davis
Business Affairs Manager: Krista Horn
Broadcast Traffic Supervisor: Theresa Artaserse
Broadcast Traffic Manager: Valerie Neibel
Content Manager: Rachel Werner
Project Manager: Suzanne Cheng
Production Company: Biscuit Filmworks
Color Correction Studio: Company 3
Mix Studio: Juice Studios
Music company: Walker
Description:
Hyundai and INNOCEAN recognized that America didn’t need another hybrid, it needed a better hybrid for the country’s million or so ‘fence-sitters’ – people who are ready to make the switch to alternative fuel vehicles, but need a nudge to make the leap with confidence.
Delivering on the brand’s promise, ‘Better Drives Us,’ the Ioniq is the most fuel-efficient car in America at 59 MPG, with a lower price point than its Prius competitor.
To demonstrate that Hyundai understands that people want to do the right thing and drive green but don’t want to compromise on style or performance to do so, Hyundai created a better hybrid; a hybrid that doesn’t look or drive like one.
To bring this emotional struggle to light and pose the Ioniq as the solution, Hyundai has created a pair of :30 TVCs: ‘Hybrid Blues’ sets up the problem, and ‘Ode to Ioniq’ provides the answer.
Featuring original songs written by INNOCEAN, the first spot shows people lamenting how they’d like to drive green, but aren’t willing to make sacrifices. The second spot features the same cast of characters celebrating the joys of driving the Ioniq, the answer to all of their problems.
The campaign includes national broadcast, digital (pre-roll), social and OOH elements, as well as in-cinema placements.