Hyundai's new Palisade is 'Kidult' approved via Innocean Australia

11 February 2021

Advertiser: Hyundai
Creative Agency: Innocean

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In online channels, ‘Kidults’ were used to review the features and specs of the Palisade with honest appraisals.

Hyundai has launched its latest campaign for the all new Hyundai Palisade created by Innocean Australia.

The Hyundai Palisade is a new nameplate and Hyundai’s first eight seater SUV.

The campaign is based on the insight that busy parents with fast growing teens often see car trips as an opportunity to spend time and connect with their kids.

The Hyundai Palisade is the ultimate space to do that with a host of innovative and luxury features.

The campaign idea, Kidult Approved, plays on that relatable feeling parents experience when their kids grow up fast.

Before you know it your children have become 'Kidults' - not quite adults but not children either.

In the film we see a mother and her three children leaving their house on the school run, in a tree lined street in the handsome new Palisade.

Every time the mother looks in her rear view mirror, the children have grown.

A small boy develops a ‘tache seemingly in seconds, a little girl leans down to plug in her USB and instantly changes into a selfie obsessed teen and the younger boy’s voice also breaks during his transformation.

“Kids grow up fast. One minute they’re playing Pokemon, the next they’re clearing their web caches and have feet the size of boats," Innocean Australia creative director Dan O’Connell says.

"With a generous eight seats, the giant Hyundai Palisade is purpose built for children who are no longer children.”

In online channels, ‘Kidults’ were used to review the features and specs of the Palisade with honest appraisals.

"The campaigns that resonate with customers the most come from real insights and everyone on the team who has kids really related to this idea," Innocean Australia client partner, Hyundai, Ian Hartley says.

"We’ve had great fun working on what is a brand new offering from Hyundai with a client who was ambitious and brave enough to help us bring this idea to life in a really charming way.”

The fully integrated campaign can be seen across digital video, social, digital display, CRM, TV, cinema and point of sale.

”This is a very exciting time for Hyundai. The Palisade is one of our most significant launches this year. It’s a new nameplate and a new category for Hyundai – an eight seat SUV," Hyundai Australia chief marketing officer Kevin Goult says. 

"The strategic challenge was to launch this model at the same time as our other new large SUV, the Santa Fe and separate them in the mind of our customers to give each vehicle their own distinct identity. I think we’ve done that in spades using insights gained from our own customer research.”

Director of Marketing: Kevin Goult
Product Portfolio Marketing Manager: Helen Gilmartin
Product Marketing Specialist: Lisa Yau

Innocean Australia:
Executive Creative Director: Wes Hawes
Creative Director: Dan O’Connell
Creative team: V. Wassim Kanaan and Damon Porter
Director of Integrated Production: Craig Sloane
Senior Integrated Producer: Warrick Nicholson
Head of Strategy: Karl Bates
Client Partner: Ian Hartley
Senior Account Director: Vincent Pled
Account Director: Sarah Gardan
CX Director: Romy Briers
Digital Production: Wellcom
Retouching: Cream

Hearts and Science

Production Company: Good Oil
Director: Fiona McGee
Executive Producer: Sam Long
Producer: Claire Richards
Editor: Mark Burnett, The Editors
Post Production/VFX: Alt VFX
Music Composition: Sonar Music
Sound Post Production: Sonar Music

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