Hyundai pokes fun at back seat drivers in US integrated campaign for the 2015 Sonata

Hyundai has partnered with Innocean USA to create an integrated campaign for the 2015 Sonata, including TV advertising, an online video series that follows the Sonata’s 3,000 mile journey across the US, and an interactive game powered by Google.

Launching in the states with the ad spot ‘Co Pilot’ the creative pokes fun at back seat drivers with one man being left redundant as the Sonata’s built in safety and navigation system leads the group to their destination.

The online video series highlights people from all trades showcasing a feature of the vehicle that has impacted on that particular driver’s journey. People taking part in the 3,000 mile test drive include an Alabama-based Hyundai factory worker, a Hyundai racecar driver and Google Maps head of marketing.

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