Best Automobile Online Video, Best Mobile Online Video

The challenge was to create informative and entertaining product feature videos for the all-new Hyundai Tucson. In “Wandering Eye” we illustrated the Tucson’s Lane Departure Warning system. It features a "hunky" surfer-dude with flowing golden locks, whose manly good looks cause a female dummy-driver to take her eyes off the road.

The overall premise is simple: We’ve become so preoccupied and distracted by our devices and things around us that we need the one car with features that can actually save us from ourselves.

Here we took it one step further by having crash test dummies re-enact the most banal exchanges. The goal was to create a really memorable and smart spot that refreshingly deviates from the standard “crash test dummy” commercial. The trick here is that even though our subjects are all dummies, we needed to draw viewers in by their human-inspired, character-driven actions.

To tell these feature stories we decided to create a newer, more culturally relevant testing facility. A facility that could more accurately prepare the Tucson for our increasingly preoccupied society. Hyundai Test Town was born.

Contributors:

Executive Creative Director:	Greg Braun
Group Creative Director:	Barney Goldberg
Creative Director:	Bob Rayburn
Associate Creative Director, Art:	Jose Eslinger
Associate Creative Director, Copy:	Carissa Levine
Director of Integrated Production:	Carol Lombard
Content Producer :	Amy Krause
Group Account Director:	Rick Schmitz
Account Supervisor:	Edgar Molina
Senior Account Executive:	Edgar Gamez

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.