By Audrey Kemp | Junior Reporter

January 30, 2023 | 2 min read

If Kevin Bacon can drive and operate Hyundai’s new Ioniq 6, then so can anyone, per the brand’s latest creative work, ‘It’s time to go electric.’

Think EVs are too technologically advanced? Think again, says Hyundai‘s latest campaign, ’It’s time to go electric.’ Even a total dad like Kevin Bacon can operate the brand’s new all-electric Ioniq 6.

’It’s time to go electric’ is Hyundai’s creative campaign for its new, all-electric Ioniq 6. Notably, the prolific actor is joined in the spots by his daughter Sosie, who explains to the viewer that anyone can operate an Ioniq 6 if her dad can. The work comprises two commercials: a hero spot, titled ’Your dad is going electric,’ and a 30-second companion spot, ’Grandkids.’

The national TV spot first aired during football’s conference championship games on January 29.

“With the introduction of the Ioniq 6, Hyundai is once again making ​the electric vehicle lifestyle more accessible and convenient than ever before,” America Angela Zepeda, chief marketing officer of Hyundai Motor America, said in a statement. “If you are someone on the fence of going electric, we hope this campaign starring Kevin and Sosie Bacon will show how early adopters, at any stage in their life, can easily make the switch.”

The spots were produced by Hyundai’s agency of record, Innocean USA, and directed by Oscar-nominated film and TV commercial directors Will Speck and Josh Gordon, known for their work on the Geico Cavemen commercials.

The work was produced by award-winning production company Furlined, while media agency Canvas coordinated the brand’s media buys.


Agency: Innocean USA

Production company: Furlined

Directors: Will Speck, Josh Gordon

Media agency: Canvas

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