Breaking campaign: Hyundai Elantra

Hyundai Motor Company Australia has launched a new campaign to promote the all-new Hyundai Elantra – the big small car.

Created by Innocean Australia, the new campaign showcases the distinctive styling of the Elantra which has all the features and space usually found in a big car, in a smaller package. The TVC combines footage of the car with a computer generated robot that unveils ‘Russian Doll’ style, a smaller car in a bigger shell. To reveal the car piece-by-piece, 18 mechanical arms were designed, engineered, and animated to transform an ornate ceiling decoration into complex robotic apparatus in a matter of seconds.

Oliver Mann, Marketing Director, Hyundai, says “The Elantra is the latest new model to be unveiled by Hyundai, and maintains the brand’s reputation for groundbreaking car design – matched by groundbreaking communications.  The new TV spot utilises state of the art CGI to convey that Elantra incorporates big car thinking and design in a beautifully compact shell.”

Scott Lambert, Creative Director, Innocean, says "This is a simple idea that has all the hallmarks of a new generation Hyundai ad. It is intelligent, surprising and unique. Brent Bonacourso at Prodigy and Jesse Bradstreet’s team at Animal Logic were the ideal partners, and their talent and dedication has helped deliver a great spot."

Credits:

Client – Hyundai Motor Company Australia
Marketing Director, Oliver Mann
Senior Manager – Marketing Communications, Alex Pinsuti
Communications Manager, Bilgen Tug

Agency – Innocean Australia
Creative Director, Scott Lambert
Copywriter, Robin Feiner
Art Director, Guy Collins
Planning Director, Kathy O’Connor
Group Business Director, Tim Hiley
Senior Business Manager, John Larkin
Head of Broadcast, Tania Templeton

Production
Director, Brent Bonacorso, Prodigy
Producer, Luke Copeland, Prodigy
Executive Producer, Nerissa Kavanagh, Prodigy
DOP, Daniel Ardilly
Editor, Alexandre de Franceschi-Guillotine
VFX Director, Jesse Bradstreet, Animal Logic
Composer, Antony Partos, Sonar