21.08.2018 Press release

Market launch of New Hyundai Tucson with “Hard work works” campaign

  • “Hard work works” communication campaign starts in summer 2018 with the sales kick-off of Hyundai’s New Tucson
  • The successful SUV embodies the Hyundai spirit highlighted in the communication campaign
  • INNOCEAN Worldwide Europe is the leading agency that realised the campaign

Press material

Hyundai Motor starts the communication campaign “Hard work works” with the market introduction of the New Tucson in summer 2018.
The slogan was developed on the basis of the analogy between the spirit of perseverance and dedication of the Tucson target group and the Hyundai brand. It emphasises that success is not a coincidence. Hyundai and its customers are no strangers to hard work, achieving success through their discipline and ambition, which have brought them to where they are today. Besides the print and online advertisements, the hero film “Lucky Guy” is part of the campaign. The film shows a man in his mid-30s busy at home with his family, at the office or on the road, accompanied by his New Tucson. What to others appears as mere luck actually comes as a result of true dedication. It is a simple yet powerful truth that Hyundai wants to celebrate with its audience: the harder you work, the luckier you get.
Just like our Tucson customers, who are focussed and persistent in their ambitious goals, our brand has made swift progress in just 50 years. Today, as a result of this determination, Hyundai Motor has become one of the key players in the industry, and our customers are buying products they love. The Tucson makes a decisive contribution to our continued success as the best-selling Hyundai model throughout Europe with more than 400,000 units sold since its launch in 2015.

Andreas-Christoph Hofmann Vice President Marketing & Product at Hyundai Motor Europe

The agency responsible for the creative concept “Hard work works” is INNOCEAN Worldwide Europe, a full-service marketing communications company and part of the Hyundai Motor Group. The project team consists of Gabriel Mattar (European Chief Creative Officer), Ricardo Wolff (Executive Creative Director), Morten Frantz (Creative Senior Producer), Andrea Razeto (Business Director) and Sven Kübler (Senior Account Director). The Tempomedia Filmproduktion GmbH film production company made the campaign film in collaboration with the Guard Brothers direction company, with Ted Guard as the responsible film editor, Marcel Zyskind as film director of photography and Frederic Schlosser as photographer.
In the New Tucson, customers will find a major update in design, connectivity and safety. In addition, new powertrains enhance the car’s efficiency, making it an even more reliable companion on and off the road. Hyundai’s best-seller now features the Cascading Grille, the brand’s family identity uniting all Hyundai models, as well as a redesigned rear and new headlamps and taillights. Furthermore, it is equipped with best-in-class safety features and class-leading comfort and convenience features, including the new Display Audio system and the new sound system by Krell. In addition, the New Tucson offers for the first time Surround View Monitor and Smart Cruise Control with Stop & Go. The New Hyundai Tucson will be available across Europe starting in summer 2018.


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