Innocean Kicks Off ‘Because Futbol’ for Hyundai

By Erik Oster 

With the 2014 World Cup in Brazil now just over a week away, Innocean has kicked off Hyundai’s World Cup campaign, entitled “Because Futbol.”

In the campaign, two new in-game 30-second spots featuring the redesigned 2015 Hyundai Sonata will accompany digital, social, CRM, and retail executions. The spots will air on ESPN and Univision “as part of Hyundai’s exclusive whistle-to-whistle automotive advertising sponsorship of the World Cup series broadcasts on the networks.” The creative theme behind both “Avoidance” and “Boom” is fan passion, with Innocean likening fans loyalty to their team to Hyundai’s number one ranking in customer loyalty. In “Avoidance” a passionate fan leaves the office having recorded the day’s match. Seeking to keep himself in the dark on the game’s outcome, he goes through all sorts of trouble to avoid interacting with those who would spoil the surprise. “Boom” looks at a completely different aspect of fan passion. The campaign also includes a “#BecauseFutbol” site, built on the Tumblr platform, which “inspires and engages fans with unique content and tools developed by dozens of leading Tumblr artists and content creators.” Tumblr artist content will also be featured on the Times Square Billboard in New York during the days leading up to the World Cup.


“Soccer fans are more than just supporters of the game – they are die hard, loyal fanatics for their teams and countries,” said Steve Shannon, vice president, marketing, Hyundai Motor America. “As the industry leader in customer loyalty, Hyundai knows a thing or two about passion. This year’s World Cup campaign shows what being a ‘true’ fan really means; and how for 30 days people come together, lives change, emotions rise and unexpected moments happen.”

Stay tuned for credits and “Boom” after the jump.


Client: Hyundai Motor America

Spots:  “Boom” and “Avoidance”



Executive Creative Director: Greg Braun

Creative Directors: Barney Goldberg and Tom Pettus                                                             

Associate Creative Director, Art: David Mesfin

Senior Copywriter: Nick Flora

VP, Director of Integrated Production: Jamil Bardowell

EP/Content Production: Brandon Boerner

Associate Creative Director: David Levy

Senior Copywriter: Ryan Durr

VP, HMA Account Services: Marisstella Marinkovic                    

Account Director: Lester Perry                         

Account Supervisor: Casey Nichols


Production Company: Biscuit Filmworks

Director: Aaron Stoller

Managing Director: Shawn Lacy

Executive Producer: Holly Vega

Producer: Mala Vasan

Directors of Photography: Jess Hall and Jokob Ihre


Editorial Company: Union Editorial LLC

Editor: Jim Haygood

Vice President/Executive Producer: Megan Dahlam


Music Company: The Rumor Mill


Telecine Place: CO3
Online Place: Resolution


Record Mix Place: Eleven Sound

Mixer: Scott Burns


Client: Hyundai Motor America

Project: Tumblr Site “Because Futbol”



Executive Creative Director: Greg Braun                                                       

Creative Directors: Tom Pettus and Barney Goldberg                      

Associate Creative Director, Art: David Mesfin                                                                                    

Art Directors: Andrew Kapamajian, Vince Feliciano, Joe Bergman, Jose Eslinger, Nick Sickleton and Alex Frankel

Copywriters: Brian Chin, Josh Cassidy, Marvin Figueroa, Carissa Levine, Nick Flora and Jeb Quaid

Developer: Jamie Hunt

Technology Director: Doug Palmer                        

Information Architect: Dustin Howard                        

User Experience Director: Nate Manchester

VP, Director of Integrated Production: Jamil Bardowell                     

Director of Digital Production: Matt Pollock

EP/Content Production: Brandon Boerner                               

Senior Digital Producer: Melissa Moore

Senior Content Producer: Nicolette Spencer                                                             

Print Producer:  Patricia Marquez                       

Art & CGI Supervisor: Barb Sanson

“VP, Group Account Director: Lester Perry                                                       

Account Director: Cassie Reed

Account Supervisor: Casey Nichols                       

Account Executive: Nadia Saavedra                      

VP, Planning Director: Nguyen Duong                         


Tumblr Artists: Adhemas Batista, Adam Osgood, Dušan Čežek, Ali Graham, Matthias Brown, Daniel Nyari, Kieran Carroll and Ezra Wube


Production Company: Tool of North America                                                     

Managing Partner, Digital: Dustin Callif                        

Producer: Simi Dhillon

Managing Director, Live Action: Oliver Fuselier

Creative Director: Michael Sevilla

Creative Director: Bartek Drozdz

Senior Designer: Josh Jetson

Jr. Designer: Yuee Seo

Senior Developer: Simon Lindsay

Senior Developer: Richard Mattka

Senior Developer: Josh Beckwith

Tech Manager: Vincent Toscano

Head of Digital Production: Joy Kuraitis

Digital Producer: Simi Dhillon


Content Creators: Activator Pictures, ilovedust, Golden Wolf