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The 'Mopsters' Return for Launch of Hyundai's Kona Electric

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Innocean Australia launch the new electric car model with the return of the car wash characters

The 'Mopsters' Return for Launch of Hyundai's Kona Electric

Hyundai has released its latest campaign to promote the motoring company and Australia’s first fully electric small SUV. Created by Innocean Australia, the national campaign sees the return of the successful car wash characters – known as the ‘Mopsters’

The campaign showcases how the new Kona Electric is setting the pace with cutting-edge technology, which includes a 450km real-world range, instant acceleration, clever regenerative braking and a battery that can charge while you sleep.

Proving that electric cars can be more than just eco-friendly, the campaign shows that the Kona Electric is fun to drive, stylish and accessible to mainstream audiences.

Says Innocean Australia executive creative director, Steve Jackson: “The first campaign saw our lovable heroes follow the new Kona out of the car wash to dance and twerk up against the object of their desire. The second saw them pursuing it through the city. Our latest iteration is just as fun and proves that green isn’t boring. And, if the car is completely electric, then our campaign should be electric too.”

Directed by Sweetshop’s Alexander Brown, the campaign’s futuristic look and feel is applied almost entirely using in-camera effects, including the use of projection mapping. The car never physically moves in any shot so the sense of movement and energy is created by Brown and his team.

With the aim to demonstrate the forward thinking and ambitious qualities of the electric SUV, Brown says: “We’re so familiar with car commercials – a car gliding along a pacific highway or through an urban jungle – but with Kona, we wanted to remind people of the flavour of the fantastical and the futuristic.”

Adds Hyundai Australia director of marketing, Bill Thomas: “I’m delighted with this campaign. We want to make eco-friendly vehicles appealing to mainstream audiences and I think this new campaign does that. Our Kona model positioning fits well with the fun you can have in an electric vehicle, so it does a great job for the Kona small SUV on a broader scale.”

The Kona Electric campaign will roll out on broadcast, digital, press and across point of sale advertising.

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Production Company

Colourist: Greg Constantaras

Director: Alexander Brown

Executive Producer: Bonnie Law

Managing Director: Edward Pontifex

Music: Mika Abadie (Son of Kick)

Online Editor: Maxence Peillon

Post Production: Heckler

Production Company: Sweetshop

Retouching: Limehouse

Sound Design: Nylon Studios

VFX Supervisor: Jamie Watson

Creative Agency

Agency Executive Producer: Craig Sloane

Art Director: Rod Soares

Copywriter: Rod Cunha

Creative Agency: Innocean Australia

Creative Director: Paul Bruce

Executive Creative Director: Steve Jackson

Group Business Director: Philip Sherar

Senior Business Director: Jo Movizio

Genres: In-camera effects, Music & Sound Design

Categories: Automotive, Cars

Innocean Worldwide Australia, Mon, 08 Apr 2019 08:09:24 GMT