To launch the new Hyundai Sonata Turbo, Innocean Worldwide, Huntington Beach has created a campaign based on the facial reactions one gets from the driving experience. 'We didn't want to resort to the typical blazing fast car, super-cutty, high energy performance on twisting mountain road thing,' says Jeff Spiegel, Executive Creative Director, Innocean Worldwide. 'So instead, we slowed the film down to focus on the macro-moment of emotion the driver feels when the turbo kicks in. That way, we managed to hold off the typical blazing fast car thing until the last eight seconds.'
Agency: Innocean, Huntington Beach Executive Creative Director: Jeff Spiegel Creative Director: Doug James Creative Director: Robert Prins Copywriter: Greg Collins Copywriter: Doug James ACD Art Director: Frauke Tiemann Agency Producer: Shelley Eisner Head of Production: Will Woollett