Hyundai Accent's launch campaign focuses on its reverse camera

The automotive group says the 'Accent' car targets the young male demographic. To showcase the reverse camera built into the car, the campaign centers on a TVC featuring the car driving in a universe that is going in reverse, while the vehicle drives forward.

The campaign runs across a range of media including television, radio, print and online elements.

Hyundai's marketing director Oliver Mann explains that the new car consolidates Hyundai’s presence at the top-end of the light car segment, offering premium levels of style, space and safety.  He says the launch campaign plays on the Accent’s strong visual appeal, as well as the availability of a reverse camera, through the invitation to ‘change your view of the world’.

In describing the creative idea behind the campaign Scott Lambert, creative director of Innocean explained that the Accent’s 'In-Mirror Reverse Camera' feature is unique for a car in this category. It required an equally unique concept, he said, adding that the final TVC is "intriguing, memorable and highly watchable."

Credits:

Client  Hyundai Motor Company Australia

Agency  Innocean

Creative Director  Scott Lambert

Copywriter  Simon Cox/Jen Boxer

Art director  Simon Cox/Jen Boxer

Group business director  Tim Hiley

Business director  Damien Pashby

Planning director  Kathy O’Connor

Production company  The Sweet Shop

Director  Mario Zozin

DOP  Daniel Ardilley

Producer  Lynette Gordon

Editor  The Editors

Music/sound design  SongZu