Working from Home Takes a Whole New Meaning in the Latest Hyundai Campaign

The term 'working from home' has quickly become a buzzword for 2020 due to the Covid-19 pandemic which has forced many to take up remote work practices. While working from home can feel quite limited, insinuating the feeling of being stuck with nowhere to go, the latest campaign from Hyundai Auto Canada Corp. (Hyundai Canada) and ad agency Innocean Worldwide Canada takes a fresher approach.

The new campaign,including both 30-second and 60-second ads in French and English, shows how working from home can be full of life and adventure, just like the Hyundai Tucson.

The creative campaign titled 'What’s for Lunch?' highlights Hyundai Canada’s Tucson, an SUV model made for adventurers with features including HTRAC All-wheel drive, standard Apple CarPlay smartphone connectivity and Hyundai’s Blue Link remote start technology. In the light-hearted spot we see Canadian Olympian, Alex Harvey, demonstrating product benefits as he uses his Hyundai Tucson to go on lunchtime adventures while working from home such as heading out to the lake for a quick dip, hitting some off road biking trails, or simply getting out for a drive. The French version of the ads also features Canadian actor, Guillaume Lemay-Thivierge, who is Hyundai Canada’s spokesperson in Quebec.

“The lighter take on working from home is a stark comparison to some of the overly emotional advertisements which came out in the earlier days of the Covid-19 shutdown and is very representative of consumers’ current reality and attitudes,” said Ian MacKellar, executive creative director, Innocean Worldwide Canada. “As we continue to advance into the next phases of reopening the economy, working from home will be a reality for the foreseeable future. The Hyundai spot comes perfectly timed for the occasion as more people start to embrace this reality and the potential benefits that can come with it.”

As one of the first productions to be shot post Covid-19 shutdowns in Canada, there was an added layer of complexity which went into its creation including new guidelines around production planning, shooting and post-production. The new creative sets a standard for other advertisers who are just beginning to ramp up their production schedules, while helping to pave the way for a new era of Covid-19 advertising, one that embraces our current reality in a more joyful way.

The new campaign is running on Canadian screens starting July 3rd, with paid digital support, across English and French Canada.

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