Hyundai

Jump

We were briefed to increase the sales of the new-look Hyundai Tucson, a mid-range SUV. The client wanted to change the perception that the Tucson was primarily a “soccer mom” SUV and we were asked to inject some excitement into the brand. We associated the brand with the world of FMX, but we did it in a very tongue-in-cheek way, ensuring that while we appealed to the thrill-seekers, we did it with a knowing wink that would not turn off the older, more conservative Hyundai drivers.