Santa Fe

Peace at Last

ISSUE

HYUNDAI IS MORE ADVANCED THAN WE WERE CREDITED FOR

Hyundai vehicles have advanced enormously in recent years and are far more sophisticated than people give them credit for, particularly when it comes to safety technology. Hyundai wanted to promote the various preventative safety technologies newly available on their models, branded SmartSense Safety and drive interest via increased website visits by 20%. We wanted people to explore all the new safety features and technology 'baked into' our cars. To understand the benefit of these technologies they need to be demonstrated. But doing so would show dangerous situations and careless driving and that isn't very appealing. We needed to find a way to present the benefits of this tech in a way that is easily understood without raising unnecessary alarm.

INSIGHT

EVEN THE BEST DRIVERS CAN BE DISTRACTED
When it comes to road accidents, people think it will never happen to them. They prefer to think that outside influences create hazards rather than their careless driving.
Further, being involved in a crash isn't something people want to think about when they're getting excited about buying a new car.

IDEA

SMART SENSE TAKES OVER WHEN YOU'RE DISTRACTED

Even though you may be distracted, Hyundai Smart Sense safety features take over to keep you and your passengers safe.
Seagulls are famous for stealing chips from people at the seaside. We created a series of 15 second TV commercials to highlight four of the Hyundai SmartSense safety features.
They tell the story of a determined seagull trying to steal some chips from a family on a day trip in their Hyundai. Through the series, Dad is innocently distracted as the seagull attempts to get one of the chips but the SmartSense safety technology thwarts the seagull every time.

Hyundai Santa Fe TVC

New Santa Fe
Safe Exit Assist
Rear Occupant

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