‘Trained in Vegas’ - Hyundai Motor and Jung von Matt Spree choose player’s paradise Vegas to launch the IONIQ 5 Robotaxi. Photos by Jules ESICK c/o MARKENFILM
Hyundai Motors and its global digital and creative agency partner, Jung von Matt SPREE, have unveiled a global print, OOH and DOOH campaign with a playful take on its self-driving robotaxi. “Trained in Vegas” hinges on Hyundai Motor’s choice of Las Vegas as the launch location for its IONIQ 5 robotaxi and leans into the city’s wild reputation to underscore its technical capabilities.
The campaign motifs were shot by photographer Jules ESICK c/o MARKENFILM, based in Berlin, and post-produced by RECOM Group Berlin. On-ground support was provided in Las Vegas by Fixer Films.
Shot from the point of view of the robotaxi, the campaign showcases bizarre scenarios on the streets of Vegas; from an Elvis impersonator cruising on a mini-scooter, to an alien on roller skates. Each motif is displayed alongside simple copy, emphasizing that, faced with unexpected situations, the robotaxi is smart enough to react accordingly. The campaign takes a humorous approach in contrast to typical communication on autonomous driving that’s usually filled with technical details and jargon.
According to Sarah Buggle, Creative Director at Jung von Matt SPREE, “The key highlight of the campaign is its style of communication; it rejects complex technical language that can leave people confused, disconnected, even mistrustful of autonomous vehicles, and instead offers a more relatable, real-world view of driverless tech.”
GoSee : markenfilm.de
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