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

19 hours ago

Behind Spotify's new Southeast Asia campaign

EXCLUSIVE: Campaign talks to Jan-Paul Jeffrey, Spotify’s head of marketing, on the streamer's latest regional campaign for Indonesia, Thailand and Philippines.

19 hours ago

Tech MVP 2022: Sunil Naryani, Dentsu

MOST VALUABLE PROFESSIONAL: Chief product officer Sunil Naryani has been instrumental in elevating the product offerings from Dentsu and driving radical collaborations across market product leaders.

20 hours ago

Why purposeful creativity is more important than ...

Why do we still rush to come up with a once-in-a-lifetime brilliant stroke of genius that had zero impact on anyone’s life or business, and then proudly stand on a stage receiving accolades for our achievements? MediaMonks' APAC ECD ponders this question and more.

1 day ago

Here's Google's plan to to help advertisers manage ...

David Temkin, senior director of product management, ads privacy and user trust at Google, who is leading the charge on preserving ad targeting and measurement while tracking restrictions loom, discusses these shifts.