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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 idea is that Hyundai Motor’s fleet of robotaxis continously learn from the traffic situations they come across. Therefore, Las Vegas – arguably the most eccentric city in the world – is the perfect choice to train its algorithm. As we see the robotaxi successfully navigate the unpredictable streets of Vegas, the campaign playfully asserts: if the IONIQ 5 robotaxi can handle Vegas, it’s ready to drive just about anywhere.
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...