Best Automobile Integrated Ad Campaign

To launch the all-new, fully electric IONIQ 5, Hyundai evolved our thinking of what a vehicle launch campaign could be. We told the story of how far humans and technology have progressed with pregame Super Bowl placements that stole the thunder of in-game advertisers.

We wanted to show the epic scale of human progress, and just how far we’ve evolved with the launch of the fully electric Hyundai IONIQ 5–as told through the comedic lens of historical ridiculousness and quality time period set design. By telling the story of human progress, we associate the Hyundai IONIQ 5 with progress and innovation.

On TikTok, we demonstrated how the Hyundai IONIQ 5 evolves mankind’s journey by leveraging the popular trend “How It Started vs. How It’s Going” to create a series of unique snackable content pieces. In each one, Jason Bateman juxtaposes the historically accurate struggles of life before and after the innovative, fully electric Hyundai IONIQ 5.

The IONIQ 5 launch came during the Super Bowl season, but not in-game. So we used creative media placements to ensure the launch still grabbed the world’s attention during the high-profile ad season. Our work appeared in pre-Super Bowl time slots, launched unique elements on TikTok and collaborated with creators to make sure that, even though we weren’t IN-GAME, it sure felt like we were.

Our broadcasted television spots were also published online on Hyundai social channels. The leading commercial, “History of Evolution” garnered over 55MM views on YouTube.

Contributors:

President & CEO:	Jose Muñoz
Chief Marketing Officer:	Angela Zepeda
Director of Marketing:	Kate Fabian
Senior Manager, Marketing & Advertising:	Monique Kumpis
Manager, Digital & Social Media Marketing:	Paul Meyers
Analyst, Digital & Social Media Marketing:	Tyler Branning
Executive Creative Director:	Barney Goldberg
Group Creative Director:	Ryan Scott
Group Creative Director:	Jeff Bossin
Group Creative Director:	Lori Martin

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.