Best Automobile Integrated Ad Campaign

As the launch spot begins we see some of America’s favorite celebrities, including TV and movie personalities Jason Bateman and Mindy Kaling, NBA all-star Kawhi Leonard, celebrity designer Nate Berkus, Food Channel star Giada De Laurentiis and pop latin sensation Becky G, all posing and pondering funny, head scratching questions. This leads us to the Hyundai design center in which we see three designers working together on the new Tucson who also pose a thought provoking question which leads the team to create new innovations. This same format was also utilized in the sustaining spots which did not utilize celebrity talent.

A second phase of the campaign brought the Tucson and “Question Everything” into the Disney and Marvel universe. Working closely together, Innocean and Disney managed to seamlessly insert the Tucson into a wide range of content from ESPN’s SportsCenter, to Marvel’s new LOKI series on Disney+, to The Bachelorette on ABC.

The broadcast effort was followed up with an all-out media blitz, posing vexing Tucson-centric questions in posters, out of home, social media, .com, and CRM.

Contributors:

Executive Creative Director:	Barney Goldberg
Group Creative Director:	Ryan Scott
Group Creative Director:	Jeff Bossin
Group Creative Director:	Lori Martin
Associate Creative Director, Copy:	Brad Beerbohm
Associate Creative Director, Art:	John Turcios
Executive Director:	Sean Gilpin
Partner:	Canvas Worldwide
Partner:	Disney CreativeWorks
Partner:	Marvel Partnerships

INNOCEAN USA

Location: United States

About the Agency:

Founded in 2009, INNOCEAN Worldwide Americas is headquartered in Huntington Beach, California, with offices in New York, Chicago, and Dallas. With 400 employees, INNOCEAN Worldwide Americas is part of the INNOCEAN Worldwide network and currently serves as lead agency for Hyundai Motor America and Genesis Motor America, as well as partners with KIA Motors America and Hankook Tire.