The Hyundai Santa Fe Brings Peace at Last

    Intelligently designed, the new Santa Fe turns fisticuffs into a song of joy.

    By Asia Ad Junkie - Jan 19, 2021
    The Hyundai Santa Fe Brings Peace at Last

    Hyundai has launched a campaign for the new Santa Fe, bringing peace to family travel. The campaign was created by  Innocean Australia.

    The spot features siblings coming dangerously close to blows in the back of mom and dad’s Santa Fe. It’s a moment all kids can remember. What they probably can’t remember are the looks of pure agony on their parents’ faces in front of them. But that was certainly there too.

    The Sante Fe brings peace. Well, that’s the idea. It’s been designed with families in mind, aiming to make everyone a little happier. There’s no guarantee the kids will start strumming the harp in the backseat, but hopefully, they’ll no longer try to kill each other.

    As murderous children turn to angels and song breaks out, the world outside the Santa Fe turns to joy as well. A motorcycle courier transforms into a gallant white horseman. A levitating windscreen squeegee lady and a busload of elderly people join the celestial choir.

    “With a significant number of new product launches in 2021, we‘re starting the year as we intend to finish it, with spectacular creative that pushes the Hyundai brand forward,” said Hyundai Australia Chief Marketing Officer, Kevin Goult. “The new Santa Fe model is up first. It’s more grown-up, more premium, and more technologically advanced than ever before, just like the Hyundai marketing team and its agencies.”

    “As parents, we’ve all been there,” said Innocean Australia Executive Creative Director, Wes Hawes. “Peace At Last is an enduring platform idea for the Santa Fe that resonates with families and just keeps getting better creatively. Director Michael Spiccia’s vision, paired with trusting, ambitious clients like Hyundai, and the talented team at Innocean Australia, help bring this angelically fun campaign to life. And Enya of course.”

    “It was a real joy to service an idea that inherited so much fun and potential,” said Scoundrel Director, Michael Spiccia. “I was grateful that the entire team was all on board from the very beginning. Especially from a client who instilled so much faith and trust to really support a direction that we were all excited about.”

    The fully integrated campaign is the first off the ranks under the new Innocean leadership team. It launches across digital video, social, CRM, TV, cinema, transit media, and point of sale.

    “The new Hyundai Santa Fe campaign is the first reflection of what you can expect from Innocean Australia this year and beyond,” said Innocean Australia CEO, Jasmin Bedir.

    “After transforming the agency with new hires across a range of skills to deliver a multi-channel, integrated approach, it’s exciting to see the work also transform to what we have the ability to achieve for clients.”



    Director of Marketing: Kevin Goult
    Product Portfolio Marketing Manager: Helen Gilmartin
    Product Marketing Specialist: Lisa Yau

    Innocean Australia

    Executive Creative Director: Wes Hawes
    Creative Director: Dan O’Connell
    Creative Team: Dan O’Connell and V. Wassim Kanaan
    Head of Strategy: Karl Bates
    Head of CX: Romy Briers
    Client Partner: Ian Hartley
    Snr Account Director: Vincent Pled
    Account Director: Sarah Gardan
    Director of Integrated Production: Craig Sloane
    Integrated Producer: Louis Moore
    Snr Integrated Producer: Warrick Nicholson
    Finished art/Design Juliana Bacmaga
    Digital Production: Amanda Davis
    Social Media Manager: Taylah Nilsson


    Production Company: Scoundrel
    Director: Michael Spiccia
    Executive Producer: Kate Gooden
    Executive Producer: Adrian Shapiro
    DOP: Jeremy Rouse
    Production Design: Sherree Phillips
    Casting: Allison Meadows – Mullinars Casting
    Editor: Mark Burnett, The Editors
    Colorist: Ben Eagleton
    VFX: Fin Design & Effects
    Music: Sonar Music
    Track: Enya – Orinocco Flow
    Music Clearance – Anton Trailer – Trailer Media
    Photography: Michael Corridore, Photoplay.


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