Innocean Tells Story of ‘Bad Neighbour’ for Hyundai

By Erik Oster 

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.


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