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Putting the Hyundai Tucson through its paces, Hyundai has unveiled its Made For It. Even If You’re Not campaign to promote the confident and capable Tucson SUV.

Created by Innocean Australia, the national campaign highlights the many reliable capabilities of the Tucson whilst also showing off its more refined qualities, including remote start and the ability to set the car’s interior temperature remotely from an app in the palm of their hand.

Acknowledging that the medium SUV category is one of the most competitive, Innocean’s remit was to demonstrate, in an authentic and honest way, how the Tucson’s durable driving credentials and tech-savvy luxuries benefit and resonate with an audience that lives in the city. 

Innocean creative Chris Wilson says: “People don't really test their SUVs in the wild. There are way more SUVs in the Bondi Junction Westfield carpark than there are in the bush.”

Hyundai – Made For It. Even If You’re Not

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Adds creative Roy Leibowitz: “That's why the couple in our spot are a bit like us, more comfortable pitching an idea about a tent than actually pitching a tent.”

Hyundai Australia director of marketing, Bill Thomas, says: “A lot of people who buy SUVs live in the city, but love the option to go off-road occasionally. Our campaign shows the Tucson being put through its paces and makes you think - if it’s tough enough to handle the country it can certainly look after you in the city.”

The spot was directed by Fiona McGee at Goodoil Films.

Launched this month, the campaign runs across broadcast, print, digital, cinema and point of sale.

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