Robots Travel From the Future for Hyundai Because ‘Tomorrow Wants its Car Back’

Hyundai is set to launch its new “brand organizing idea” this month, called “Imagine That” with the all-new Tucson SUV in a campaign in Australia.

The campaign idea, “Tomorrow wants its car back”, which was developed by Hyundai’s in-house agency, Innocean Australia, is based on the idea that the all-new Tucson looks so futuristic that it really shouldn’t be available in 2021. Thus, causing robots to come from the future to steal back what is rightfully theirs from 2021.


In the spot, which was directed by Scoundrel’s Michael Spizzia, we see robots sneak out from the bushes, luxuriate in Tucson’s good looks, experience its incredible tech, and then frantically drive the car back to the future, after being startled by the family dog.

The robots infiltrate social, radio, digital, out-of-home, and CRM in an effort to get their futuristic car back. In the later stages of the campaign, the bots even stalk Hyundai’s own channels and media to threaten would-be owners and reclaim what’s rightfully theirs.

“The all-new Tucson really is tomorrow’s car today, so it was the perfect model to be a proof point for our new brand organizing idea, ‘Imagine that’,” said Hyundai Australia Chief Marketing Officer, Kevin Goult. “This truly is a flexible, fully integrated campaign designed to work with the requirements of our business this year and represents a step-change for Hyundai. This is only the start.”



Director of Marketing: Kevin Goult
Senior Marketing Managers: Helen Gilmartin, Nick Cook
Product Marketing Specialist: Lisa Yau

Innocean Australia
Executive Creative Director: Wes Hawes
Creative Director: Dan O’Connell
Creative Team: Mitchell Sutton and Josh Campbell
Head of Strategy: Karl Bates
Head of CX: Romy Briers
Client Partner: Ian Hartley

Senior Account Director: Vincent Pled
Account Director: Sarah Gardan
Director of Integrated Production: Craig Sloane
Integrated Producer: Louis Moore
Senior Integrated Producer: Warrick Nicholson
Finished art/Design: Juliana Bacmaga
Digital Production: Wellcom

Film Production
Production Company – Scoundrel & MJZ
Director – Michael Spiccia
Executive Producer – Adrian Shapiro
Executive Producer – Kate Gooden
DOP – Ross Giardina
Casting – Mullinars Casting
Edit – Jack Hutchings, The Editors
Post Production – Fin Design & Effects
VFX Supervisor – Justin Bromley
Head of Visual Effects / EP – Alastair Stephen
CG Supervisor – Simon Clarke
Flame Artist – Alex Patterson
VFX Producer – Isabelle Howarth
Colorist – Ben Eagleton
Sound Design & Mix – Squeak E. Clean Studios
Creative Director / Sound Designer – Simon Lister
Head of Production – Emma Hodge
Music House – Turning Studios
Composer – Elliott Wheeler
Music Producer – Carla de Menezes Ribeiro

Stills Production
Production company: Photoplay

Photographer: Michael Corridore

CGI Tucson Car build and comping of Robots: Cream Electric Art

CGI Robots: Fin Design & Effects
360 HDRI Dome + Environment Backplate: BearStock

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