Hyundai Canada conducts television campaign
Hyundai Auto Canada of Markham, ON has begun a new advertising campaign. The initiative, developed by Innocean Canada Worldwide, consists of three television commercials promoting the Sonata Turbo, Tucson and Sonata Hybrid vehicles. The ads will run on national networks until late November. "The Sonata Turbo, Hybrid and Tucson were developed for the global market," said Keith McDevitt, senior vice-president at Innocean. "So we wanted to maintain a global perspective on the ecological impact during the development of this campaign. By aggressively minimizing our C02 production and limiting waste, I believe we found a way to achieve our goal." The production of the ads involved the use of wind, solar and diesel electrical generators and low-power lighting. The cars remained stationary while backgrounds were moved behind them to create the illusion of motion. The crew ate local food, drank from reusable water bottles and took public transit or bicycles to the set. "We made a concerted, holistic effort to find the most efficient way to shoot a commercial that significantly reduced our ecological impact," said John Vernile, marketing vice-president at Hyundai Canada. "Frankly, there aren't too many commercials shot with this level of efficiency and limited environmental impact, let alone three. We've learned a lot through this process and we're looking forward to applying these lessons to future marketing projects."