Ad Nut
Apr 8, 2019

Hyundai's twerking brush-creatures get electrified

Campaign by Innocean Australia transplants characters from two years ago into a new, Tron-like environment for an all-electric SUV.

Innocean Australia has brought back three dancing car-wash brushes for a campaign promoting the all-electric Kona model.

This time the 'mopsters', who originally appeared in 2017 (see below), cavort in a digital environment reminiscent of the Tron films, befitting the new model's electronic nature.

Ad Nut salutes the craft here. The spot, directed by Sweetshop’s Alexander Brown, uses in-camera effects and projection mapping to make it appear the car is whoosing through space, although we're informed the car never moved during filming. Ad Nut likes the 1980s-style graphic backgrounds and the final jump to hyperspace.

Ad Nut is less sure that the 'mopsters' make sense. While it's tempting to bring back a gimmick that got a good response the first time out, does anyone besides the creative team recognise the characters two years on, especially when they show up disconnected from the storyline in the earlier ad?

On the other hand, at least none of them gets quite so carried away gyrating against the vehicle this time around (again, see below).

The campaign includes broadcast, digital, press and point of sale advertising.

Here's the original 2017 appearance of the 'mopsters'.

CREDITS

Client: Hyundai Motor Company
Director of Marketing: Bill Thomas
GM, Marketing Comms: Andrew Knox
Product Marketing Manager: Helen Gilmartin
Marketing Specialist: Lisa Yau

Agency: Innocean
ECD: Steve Jackson
Creative Director: Paul Bruce
Art Director: Rod Soares
Writer: Rod Cunha
Group Business Director: Philip Sherar
Senior Business Director: Jo Movizio
Agency Executive Producer: Craig Sloane

Production Company: Sweetshop
Director: Alexander Brown
Managing Director: Edward Pontifex

Post Production: Heckler
Original Music Composition: Mika Abadie (Son of Kick)
Sound Design: Nylon Studios

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

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