The challenge was to create some informative yet entertaining product feature videos for the all-new Hyundai Tucson. The overall premise for these videos is simple: We’ve become so preoccupied and distracted by our devices and things around us that we need the one car with features that can actually save us from ourselves.
To tell these feature stories we decided to create a newer, more culturally relevant testing facility. A facility that could more accurately prepare the Tucson for our increasingly preoccupied society. Hyundai Test Town was born.
We took it one step further by having crash test dummies re-enact the most banal exchanges between human and gadget. Even though our subjects are all dummies, we needed to draw viewers in by their human-inspired, character-driven actions.
In “Save Your Tailgate”, we explore America’s favorite pastime, football. Despite not having stomachs or wearing clothes, these distracted dummies still gather to chow down on game day grub. Thanks to the Tucson’s Hands-free Smart Liftgate, loading tailgate gear is a cinch. Just be careful not to catch on fire.
The client was extremely pleased with the execution of these videos. Historically, automotive feature videos are overly verbose and boring. With Test Town, we were able to deliver all the needed details but in a memorable way that refreshingly deviates from the standard "crash test dummy" commercial.