Matthew Miller
Oct 22, 2013

Hyundai dares SUV buyers to choose 'road less travelled'

AUSTRALIA - Hyundai is touting the offroad features of its new compact SUV model with a campaign that lets consumers choose between a safe, paved route or a white-knuckle alternative.

wide player in 16:9 format. Used on article page for Campaign.

The campaign for the launch of the ix35 Series II compact SUV, by Innocean in Sydney, features a TVC that ends with a cliffhanger—it's unclear whether the young couple decides to take the rough, narrow, curvy offroad route to their destination, or a safe, well-paved highway.

Online, interactive banners will allow people to choose the end of the adventure, and dedicated online films then show the results of each choice. The alternate endings are slated to debut within a week, according to the agency. 

The brand had found that consumers, although aware of the car's design and safety, lacked awareness of its offroad capabilities.


Client – Hyundai Motor Company Australia

Managing Director, Oliver Mann
Senior Manager Marketing, Alex Pinsuti
Brand Communications Manager: Kate Fabian
Brand Communications Manager: Clare Burnett
Marketing Coordinator: Luke Hartin

Agency - Innocean

Creative Director: Scott Lambert
Creative Team: Rua Perston, Matt Cramp
Agency Producer: Tania Templeton
Group Account Director: Tim Hiley
Senior Business Director: Damien Pashby

Production Company: Prodigy films

Director: Rich Lee
Executive Producer: Nerissa Kavanagh & Jonathon Samway
DOP: Chris Probst
Editor: Drew Thompson - Method
VFX Supervisor: Nick Ponzoni – Studio Blackbird
Sound design: Simon Kane – Song Zu
Music: Antony Partos – Sonar Music

Related Articles

Just Published

7 hours ago

Milk tea brand in hot water over '0 sucrose' claims

Fast-growing Chinese drink brand Genki Forest has had to apologise and change the labels on its popular milk tea products.

7 hours ago

How can marketers make better Ramadan ads?

Ramadan and Eid al-Fitr marketing in the region are often made up of damaging tropes and lazy narratives. Experts from Virtue and Vice offer suggestions on breaking clichés and evolving culture along the way.

9 hours ago

Reprise places bets on India hub

AGENCY REPORT CARD: As Reprise looked to increase its performance chops and deliver greater consistency of work for clients, it placed its bets on India. Nearly half of its staff are now based in the market. But was this a growth strategy or a cost-cutting exercise?