Hyundai has unveiled a visually arresting and message-driven campaign for its all-new KONA SUV, developed in partnership with Innocean Australia. Titled “Anti-Ordinary,” the campaign is a vibrant celebration of individuality, aiming to position the KONA as the go-to vehicle for those who dare to stand out in a world that often encourages conformity.
At the heart of the campaign is a clever and relatable premise: the everyday frustration of losing your car in a parking lot filled with lookalike vehicles. Hyundai transforms this universal experience into a metaphor for how most cars on the road have become indistinguishably ordinary—blending into a monotonous sea of sameness. The KONA, with its distinctive, dynamic design and striking silhouette, breaks this pattern by offering a clear, bold alternative.
The campaign’s hero film—directed by acclaimed filmmaker Alex Roberts of FINCH—is both humorous and visually sharp. It follows various characters as they navigate a comically exaggerated world of identical vehicles, struggling to find their own. That is, until the unmistakable KONA appears—instantly recognizable and refreshingly different. The narrative drives home the message that being ‘anti-ordinary’ is not just a design philosophy but a lifestyle choice.
Innocean’s creative direction leans heavily into the notion that uniqueness isn’t just desired—it’s demanded. With the KONA, Hyundai invites drivers to embrace their bold side and resist blending into the background. The campaign also underlines Hyundai’s commitment to innovative design, emotional connection, and audience relevance.
Rolling out across television, digital, social, and outdoor platforms, the “Anti-Ordinary” campaign is set to make a strong impact in the Australian automotive landscape. It aligns seamlessly with KONA’s image as a style-forward, urban SUV crafted for individuals who take pride in charting their own path. With a mix of cinematic flair, cultural insight, and strategic brand positioning, Hyundai’s new campaign doesn’t just sell a car—it celebrates a mindset.
- Credits:
- Hyundai:
- Director of Marketing and Product – Andrew Tuitahi
- GM Marketing Communications – Dominique Allen
- Senior Manager, Brand and Product Marketing – Hayley Phillips
- Brand and Product Marketing Manager – Emily Melinz
- Product Marketing Assistant Manager – Brielle Ng
- Innocean:
- ECD – Brendan Willenberg
- Creative Director – Damon Porter
- Art Director – Nicole Yeoman
- Copywriter – Emma Leamore
- Strategy – Jack Cornwell
- Senior Producer – Wendy Gillies
- Account Manager – Julie Lassablière
- Senior Account Manager – Roisin Watters
- Group Account Director – Catherine Cumming
- Managing Partner – Adam Hosfal
- Senior Digital Content Manager – Francesca Alvandi
- Head of content – Lewis Steele
- Finch:
- Director – Alex Roberts
- Producer – Cath Anderson
- DOP – Tim Tregoning
- Edit: Arc Edit – Drew Thompson
- Post Production: Alt VFX
- Music & sound: Mosaic Music & Sound
