Hyundai showcases new Elantra as the 'big small car'

Australian agency Innocean is the creative agency behind the latest campaign, which will roll out across a range of media including television, cinema, online, print ads and point-of-sale elements.

The 45-second TVC shows the Elantra being delicately disassembled by an intricate and complex robotic machine to eventually reveal a smaller vehicle inside. 

Innocean pointed out that the concept of the campaign was 'all the things you expect of a big car, now inside a smaller one.'  

Scott Lambert, creative director at Innocean, added that it was a simple idea that still had all the hallmarks of a new generation Hyundai ad - "intelligent, surprising and unique".

Credits:

Client  Hyundai Motor Company Australia
Agency  Innocean Australia
Creative director  Scott Lambert
Copywriter Robin Feiner
Art director Guy Collins
Planning director  Kathy O’Connor
Group business director  Tim Hiley
Business manager  John Larkin
Head of broadcast  Tania Templeton
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