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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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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