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Hyundai puts an end to the backseat battleground with new Santa Fe campaign


Hyundai puts an end to the backseat battleground with new Santa Fe campaign


Hyundai has launched its latest campaign for the new Santa Fe SUV, declaring peace in the long fought-over backseat.

The spots claim that the new Santa Fe will end a long history of the backseat being a battleground of sibling rivalry. Arguments between ‘Bucket Head’ and ‘Stupid Face’ will fade away behind the comforts of the new seven-seater SUV.

“Apart from seeing my life story played out on the screen, and probably everyone else’s as well, this campaign nailed the brief,” says GM of marketing at Hyundai, Andrew Knox. “The SUV segment is where it’s all happening and the combination of our fantastic all-new Santa Fe, plus this great campaign, will hopefully pay dividends.”

The execution boasts the new Santa Fe’s backseat USB connectivity, temperature control, additional space and “latest world-leading safety tech.”

The campaign launches over TV, cinema, print and digital, with a 30 and 60 second spot courtesy of Hyundai’s creative arm, Innocean.

Executive creative director at Innocean Worldwide Australia, Steve Jackson says “hats off to director Steve Hudson for the casting on this one, I think it really brings this simple truth to life.

“I chuckle every time I see Stupid Face and Bucket Head. I’m proud too of our Innocean teams, they were all superstars. Let’s hope the Santa Fe helps battle-weary parents everywhere.”


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Josh Loh

Josh Loh is assistant editor at MarketingMag.com.au

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