Launching Hyundai EVs on prime time TV.
Australia is a nation of EV sceptics — 22nd in the world for EV adoption.
And because we’re such a big country, no one believes an electric can handle the distances we drive.
But instead of making a traditional ad to convince Aussies, we made a bit of a song and dance about by turning the classic road trip into a prime time reality TV show.
Turning the classic road trip into a competitive sport.
4 teams of celebrity mates faced a series of epic road trip challenges as they travelled 3000 kms from the Nullarbor to Sydney.
Each challenge was carefully designed to embody Hyundai’s spirit of trying, whether that was racing a camel in a hybrid or trying call your mum while doing a burnout.
The winning team gave away $300k worth of Hyundai EVs and hybrids to their followers.
Electrifying the nation.
After each episode aired, hundreds of viewers searched for their favourite car, helping launch Hyundai EVs and hybrids into the homes of an entire nation.
B&T Awards, 2025
Finalist in Best Media Campaign
Ad News Awards, 2025
Finalist in Media Campaign of the Year
AWARD Australia, 2025
Shortlist in PR Promotion Creative Use of Media
Shortlist in Film & Entertainment, Branded Content & Entertainment
Shortlist in Innovation, Branded Content & Entertainment