- Award
- Merit
- Agency
- INNOCEAN USA
- Client
- Hyundai Motor America
- Art Director
- Imke Daniel
- Category
- Video
- Automotive
- Country
- United States of America
- Award
- Merit
- Agency
- INNOCEAN USA
- Client
- Hyundai Motor America
- Art Director
- Imke Daniel
- Category
- Video
- Automotive
- Country
- United States of America
- Title
- Range Anxiety
- Creative Director
- Shane Diver
- Project Manager
- Jamie Fink
- Traffic Manager
- Tiana Goston
- Production
- Carol Lombard
- Producer
- Brad Johnson
- Other
- Ann Davis
- Sheila Barrand
- Lawrence Chow
- Executive Producer
- Brandon Boerner
- Director Of Product Information
- Brian Bittker
- Copywriter
- Jeff Barry
- Chief Creative Officer
- Eric Springer
- Associate Creative Director
- Lori Martin
- Assistant Account Executive
- Alison O'Neill
- Account Supervisor
- Edgar Molina
- Account Director
- Lester Perry
Assignment
We were challenged to raise awareness that Hyundai has a plug-in hybrid vehicle that puts an end to range anxiety, and to demonstrate the technology in a simple, engaging way. Because Hyundai doesn’t just make things new, they make them better. And better is a Plug-in Hybrid that gives you freedom to roam beyond the confined of your electric range.
Approach
People like the idea of electric vehicles, but there is a very real anxiety about having a limited electric range. We leaned into the problem, dubbing it “Range anxiety.” In a lighthearted and easy-to-identify-with way, we took the premise of a pharmaceutical commercial to present the cure for range anxiety: The Hyundai Sonata Plug-in Hybrid.
Results
The Range Anxiety video garnered over 10,000 views with no media support and its initial social media post reached 12.1K Facebook users on its release date.