LOS ANGELES, CA, July 28, 2011 – Innocean Worldwide Americas Creative Director Ed Miller and production company Lemonaide have re-teamed for the 2012 Hyundai “Uncensored” testimonial campaign.
Miller, who also served as director, let test driver comments completely shape the spots, which were scripted and cut afterward based entirely on what drivers had to say. Innocean and Lemonaide organized Hyundai Ride and Drive events at shopping centers and gas stations in Glendale, AZ and Paso Robles, CA to serve as “market research events.” Hyundai brand ambassadors then invited mall shoppers to do a recorded ride where they could say anything — anything, at all — about the car they were test driving.
Positive feedback from drivers resulted in ten spots including one in Spanish as well as a fun DJ remix. The “Sonata” spots features test drivers admiring the model’s leg room, price, and how perfect it would be for a road trip. “Pump” depicts drivers marvelling over Hyundai’s four 40 mpg models to help them beat the pump. In “Elantra,” drivers laud Hyundai’s insanely efficient model of the same name.
20 Iconix cameras, handled by Lemonaide DP Jefferson Miller, recorded over 400 participants to elicit the campaign’s material.
The campaign broke on July 2 with “Sonata” and on August 1 the remix as well as “Looks Good,” for the Sonata Hybrid, will break.
Credits:
Client: Hyundai
Spot Titles: “Sonata,” “Elantra,” “Pump,” “Accent – Little Things,” “Santa Fe – Test,” “Genesis – Endorsements,” “Looks Good,” “Sonata Hybrid 40mpg,” “Sonata Hispanic,” “Can’t Drive Refresh :30”
First Air Date: July 2, 2011
Agency: Innocean Worldwide
Creative Director: Ed Miller
Art Director: Joe Reynoso
Copywriter: Molly McLaughlin
Executive Producer: Will Woolett
Senior Producer: Phillip Lopez
Production Company: Lemonaide
Director: Ed Miller
Executive Producer: Jeanne Mattiussi
Producer: Steve DeVore
Editorial Company: Rock Paper Scissor
Editor: David Brodie
Executive Producer: Carol Lynn Weaver
Producer: Cristina Matracia
