Hyundai shuns’ sameness’ in dystopian advert

Innocean Australia’s ‘Anti-Ordinary’ campaign for Hyundai KONA takes a swipe at its uniform rivals.

‘Anti-Ordinary’ marks the agency’s first fully integrated creative and media effort since establishing its media division in October 2024. Celebrating the KONA’s distinctive design, the ad appeals to drivers seeking to stand out while tapping into Australia’s growing small SUV market.

The ad is already credited with driving a 10% spike in KONA test-drive bookings.

Shunning conformity

Directed by Alex Roberts of FINCH, the campaign comprises three cinematic TV spots that tackle a universal frustration: namely, losing your car in a parking lot filled with lookalike vehicles.

Each ad follows protagonists struggling to find their generic cars amidst a monotonous sea of sedans and SUVs, only to spot the Hyundai KONA’s silhouette standing out. The tagline, ‘Anti-Ordinary’, encapsulates the KONA’s futuristic design, with 4,350mm length, 407L cargo space, and dual 12.3-inch panoramic displays.

“The bold and confident styling of the Hyundai KONA demanded an equally bold campaign,” said Brendan Willenberg, Innocean Australia’s executive creative director. “Truth be told, I’ve lost my car in a parking lot more than once, so this campaign hits home. It’s relatable, but it also celebrates individuality in a way that feels uniquely Australian.”

AR integration

To enhance engagement, Innocean bought in augmented reality (AR) elements, allowing consumers to scan KONA billboards or packaging to unlock interactive 3D models of the vehicle via a mobile app.

This feature, inspired by innovations at GITEX Global 2025, lets users explore features like the KONA’s SmartSense safety suite and Vehicle-to-Load (V2L) charging capabilities, driving a 15% increase in app interactions within the first week.

The campaign’s soundtrack, a modern remix of The Kinks’ “You Really Got Me,” paired with a subtle ticking clock reminiscent of Countdown’s iconic theme by Alan Hawkshaw, adds urgency and nostalgia.

Driving views

‘Anti-Ordinary’ has gained 1.8 million YouTube views. Hyundai reported a 10% uptick in KONA inquiries, particularly for the N Line and Electric variants, signalling strong market traction.

Our take

‘Standing out’ is a pretty common theme in modern car commercials. Volkswagen’s electric ID ad is in a similar vein to KONA, showcasing its quirky retro-futuristic design as a group of friends escape a cookie-cutter suburban neighbourhood.

‘Anti-Ordinary’ leaves nothing to the imagination, depicting the monotony of its rivals in a style a little reminiscent of 2002’s ‘Equilibrium’. Heavy-handed or otherwise, the message is clearly getting through.