Sync Watch: Hyundai draws on Enya to create ‘peace’ in otherwise chaotic Santa Fe commercial

Car brand Hyundai has created a gritty family urban nightmare to showcase how its Santa Fe can bring calm and peace in even the most hectic of cities and family situations.

To emulate the relaxing and apparent stress-easing qualities of the car, the brand and its creative agency Innocean have used Enya’s enduring ‘Orinocco Flow’, first released over 30 years ago.

The agency said advertising within the SUV category tends to be homogenous, so the Santa Fe has been positioned in this campaign to stand out as the perfect antidote to family chaos.

Innocean Australia’s executive creative director, Wes Hawes, explained the brand platform.

“As parents we’ve all been there. Peace At Last is an enduring platform idea for the Santa Fe that resonates with families and just keeps getting better creatively. Director Michael Spiccia’s vision, paired with trusting, ambitious clients like Hyundai, and the talented team at Innocean Australia, help bring this angelically fun campaign to life. And Enya of course,” he said.

The campaign will run for 12 months across digital video, TV, cinema, transit media, social, CRM and point of sale.

Campaign credits: 

Hyundai:
Director of Marketing: Kevin Goult
Product Portfolio Marketing Manager: Helen Gilmartin
Product Marketing Specialist: Lisa Yau

Music: Sonar Music
Track: Enya – Orinocco Flow
Record Label: Warner Music
Publishers: Kobalt Music / BMG / Universal Music Publishing
Music Clearance – Anton Trailer – Trailer Media

Innocean Australia:
Executive Creative Director: Wes Hawes
Creative Director: Dan O’Connell
Creative Team: Dan O’Connell and V. Wassim Kanaan
Head of Strategy: Karl Bates
Head of CX: Romy Briers
Client Partner: Ian Hartley
Snr Account Director: Vincent Pled
Account Director: Sarah Gardan
Director of Integrated Production: Craig Sloane
Integrated Producer: Louis Moore
Snr Integrated Producer: Warrick Nicholson
Finished art/Design Juliana Bacmaga
Digital Production: Amanda Davis
Social Media Manager: Taylah Nilsson

Production:
Production Company: Scoundrel
Director: Michael Spiccia
Executive Producer: Kate Gooden
Executive Producer: Adrian Shapiro
DOP: Jeremy Rouse
Production Design: Sherree Phillips
Casting: Allison Meadows – Mullinars Casting
Editor: Mark Burnett, The Editors
Colourist: Ben Eagleton
VFX: Fin Design & Effects

Photography: Michael Corridore, Photoplay.

Media: Hearts and Science