The new Hyundai campaign is self-described as unprecedented and the automaker is pretty right. Hyundai and Disney have developed an original creative campaign to introduce the all-new 2022 Tucson in an unforgettable way.
The collaboration, created and developed by INNOCEAN, extends Hyundai’s “Question Everything” creative platform for Tucson with custom TV ads and digital content featuring talent and characters from The Bachelorette, black-ish, SportsCenter, and Marvel.
INNOCEAN and media agency, Canvas Worldwide, came together with Disney CreativeWorks to develop the engaging Hyundai campaign featuring ABC Studios IP.
“This unique creative integration with Disney that spans different networks, programs and talent is an unprecedented approach to reach billions of people in an engaging way,” said Angela Zepeda, CMO, Hyundai Motor America. “Disney is the perfect partner for this massive execution with its world-famous brands and entertainment platforms that allows us to build upon our Tucson marketing campaign.”
“Hyundai is a trusted collaborator of Disney, and we couldn’t be more pleased with the ‘Question Everything’ campaign. We love when longstanding relationships transform and grow, and are looking forward to introducing a first-of-its-kind activation featuring some of our iconic IP,” said Andrew Messina, senior vice president, Disney Advertising Sales.
There will be 12 TV spots of various lengths and a total of 50 pieces of content with talent asking thought-provoking questions. The campaign will launch the week of June 7 starting with The Bachelorette premiere tonight at 8 p.m. ET/PT on ABC.
The custom content will run across linear TV, streaming, digital and social to promote the all-new Tucson. Additional content will be released in the coming weeks.
This campaign follows the recent collaboration between Disney Advertising Sales and Hyundai to launch the first-ever co-branded augmented reality (AR) series with National Geographic.
It’s a fun campaign. No question about it.