Hyundai's New IONIQ 5 Robotaxi Hits the Roads of Las Vegas

Hyundai's New IONIQ 5 Robotaxi Hits the Roads of Las Vegas

News by Roberto Orosa
Published: February 23, 2024

Hyundai Motor, in collaboration with creative agency partner Jung von Matt SPREE, has launched an innovative campaign to introduce its latest driverless IONIQ 5 robotaxi.

Dubbed "Trained in Vegas," the campaign celebrates the peculiar charm of Las Vegas as the ideal training ground for the advanced vehicle's algorithm.

The campaign's focal point lies in Hyundai Motor's deliberate choice of Las Vegas as the launch location for its IONIQ 5 robotaxi.

Leveraging the city's reputation for eccentricity, the campaign highlights the vehicle's technical prowess amidst the unpredictability of Vegas streets.

A person in a T-Rex costume crosses a Vegas street.
A person in a T-Rex costume crosses a Vegas street (Source: Hyundai Motor).

Captured from the perspective of the robotaxi, the print campaign showcases peculiar scenes, such as an Elvis impersonator cruising on a mini-scooter and an alien gracefully skating down the road.

Each scenario emphasizes the vehicle's ability to adapt and respond effectively to unconventional situations.

The campaign's humorous approach aims to resonate with audiences, steering them away from the typical barrage of technical details and jargon associated with autonomous vehicles.

A person dressed as Elvis crosses a Vegas street
A person in an Elvis costumer crosses a street in Vegas (Source: Hyundai Motor).

By presenting the IONIQ 5 robotaxi as capable of navigating through the vibrant chaos of Vegas, Hyundai Motor seeks to foster trust and understanding among consumers regarding driverless technology.

Sarah Buggle, creative director at Jung von Matt SPREE, underscores the campaign's departure from traditional autonomous driving communication.

"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," she said.

A tiger is seen walking in an empty parking lot for Hyundai's new print ad.
A tiger roams an empty Vegas parking lot (Source: Hyundai Motor).

Berlin-based photographer Jules Esick and RECOM Group Berlin breathed life into the visually striking motifs, while Fixer Films provided on-ground support in Las Vegas.

The global campaign is set to debut this month across various platforms, including Out-of-Home, print and digital channels.

Kicking off at the esteemed Consumer Electronics Show (CES) in Las Vegas, the campaign affirmed the city's role as Hyundai Motor's innovation hub.

Editing by Katherine 'Makkie' Maclang

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