“People Are Talking”
One of two Tier 1 spots that launched Uncensored. Honestly, you can’t script stuff like this. And we didn’t. Well, except for Jeff Bridges’ VO. That I did write.
Synopsis
To this day, most people have never driven, much less ridden in, a Hyundai. But when they get behind the wheel, more often than not, they’re surprisingly impressed. To capture this honest, “Uncensored” moment occurring naturally, we put cameras in several Hyundai models and let everyday people drive them. Three ride-and-drive scenarios, 18 camera angles and 700 hours of footage later, we had all the evidence we needed to convince the world that they should test drive a Hyundai themselves—which we invited them to do. In many quarters, Hyundai Uncensored is still referred to as the most successful campaign the brand has ever executed.
Television
“Good Press”
The second launch spot for the campaign. Together, the two Tier 1 spots established the Uncensored campaign, seeding the ground for a seamless transition to Tier 2 executions focusing on individual Hyundai models.
“Honesty”
After establishing the “Real people. Real comments.” concept, we focused on spots capturing Uncensored reactions to specific models. This Tier 2 spot featured the, at the time, all-new Sonata.
“Pump”
When people learned that several Hyundai models got 40 miles per gallon, they talked about it. A lot. Uncensored allowed us to address top-of-mind concerns for customers in the most honest way—through their own words.
“Remix”
Uncensored generated so much awesome, unscriptable content, we could have cut spots for another year. Easily. But we refreshed the campaign in a more fun, yet relevant way—an unexpected collaboration with Steve Porter, renown music producer, DJ and remixer.
Dealer Point-of-Sale Kit
This was a really fun POS kit to work on. Well, after sorting through thousands of customer comments submitted to Hyundai, it was fun. To bring the “Uncensored” campaign to life on the dealer floor, we found a way to deliver actual Hyundai owners quotes that wasn’t the typical, giant quote from one happy customer approach. Using thousands of comments from Hyundai owners from all across the country, we created an optical illusion of sorts. Viewed from afar–say, across a dealer showroom–the eye simplified the many quote lines into a single background pattern, highlighting the headline and vehicle as the main message. However, viewed close up, the headlines seemingly dissipate into the background allowing the customer to read all the quotes. We categorized the comments based on specific Hyundai models or vehicle benefits–from gas mileage to handling–and wrote headlines accentuating each.
On the Dealer Floor
