Innocean Australia launches a new campaign for the Hyundai Sonata with a 60-second spot entitled “Bad Neighbour.”
“Bad Neighbour” opens on a man with a broken leg waiting for his neighbour to drive him to work. The neighbour shows up and seems immediately taken with the man’s new Sonata. Over the course of the ad, we see the pair on their daily routine as the neighbour grows more and more fond of the car, which becomes a problem when the car’s rightful owner is ready to get behind the wheel again.
This type of approach is really dependent on pacing and director Nick Ball handles that well, giving the feeling of time passing in such a way that the spot’s conclusion doesn’t feel rushed. Rather than play the ending as a surprise, it feels more like a foregone conclusion, arrived at gradually over the course of the 60 seconds, which helps make the conclusion not feel as cheap as it could have. The campaign will also include a spot tied to Hyundai’s sponsorship of the ICC Cricket World Cup, which begins February 14th, and will be supported by a digital component.
Credits:
Client – Hyundai Motor Company Australia
Managing Director, Oliver Mann
Senior Manager Marketing, Andrew Knox
Brand Communications Manager: Kate Fabian
Marketing Coordinator: Luke Hartin
Agency – Innocean
Creative Director: Scott Lambert
Creative: Mike Lind
Agency Producer: Tania Templeton
Group Business Director: Tim Hiley
Business Director: John Larkin
Business Manager: Raoul Gundelach
Production Company: Finch
Director: Nick Ball
Executive Producer: Rob Galluzzo
Producer: Julianne Shelton
DOP: Ross Emery
Editor: Seth Lockwood – Method
Sound design: Song Zu
Music Composer: Jonathan Dreyfus