The Sport Utility Vehicle, it's become the automotive equivalent of mom jeans. A segment filled with functional, risk-averse vehicles. So with its undeniably striking looks, the launch of the redesigned 2016 Tucson arrived as much needed wake-up call. So we positioned it as an agent of change coming with an important message: It's time to get out there and live. Our campaign launched with this rallying cry, tagging the Tucson "The Official Pace Car of Living."
In addition to TV, we worked with Buzzfeed to create additional content. These videos took playful perspectives on our "culture of busy" and the effects smartphones have on our personal relationships. In addition to video content, there were the obligatory lists. Because, come on, it's Buzzfeed.
Agency: Innocean USA Director: Brian Beletic