Hyundai projects ‘dynamic’ Santa Fe as it powers through rough terrain

Hyundai has rolled out a new campaign to launch the new version of its SUV Santa Fe. The TV campaign conceptualised by Innocean Worldwide went on air on 20 February and is supported by press, OOH and digital legs.

The film attempts to capture the features of the new Santa Fe through a man driving it through rough terrain. A lady awaiting his arrival looks through a telescope on his instruction, and is amazed by what she sees. The SUV braves mountain roads, rocky stretches and water bodies before he reaches her, also allowing the camera to focus on the good looks of its features during the drive. A voice over signs off saying, “Power dynamics redefined. Presenting the all new dynamic Santa Fe.”

Vivek Srivastava, joint managing director, Innocean Worldwide, said, “The re-launch of the new Santa Fe aims to impart a new personality to the brand in keeping with the category truths. The true blue SUV capabilities have been demonstrated along with the highest power in the segment in the TVC done by our team at Innocean. The communication aims to target the occasional spirit of daredevilry among the affluent urbanites. They seek  competence and versatility both on-road and off road  in their vehicle much like their own persona.”

BS Seo, MD and CEO, HMIL, said, “The third generation dynamic Santa Fe will set new standards in India’s SUV segment. The new Santa Fe is one of the finest expressions of ‘Modern Premium’ with combination of power, style and performance. The new Santa Fe will enhance and strengthen Hyundai’s image in premium segment.”

Credits:
Client: Hyundai Motors
Creative agency: Innocean Worldwide
Client servicing: Ms. Aashima Mishra, Ms.Sanya Bharti
Creative: Saurabh Dasgupta
Production house: Show & Tell FIlms
Director: Juan Jaramillo