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From the 14th Annual Shorty Awards

2022 TUCSON Question Everything Launch

Finalist in YouTube Partnership


The compact SUV segment is the most competitive and crowded space in the automotive market. Hyundai prepared to launch their all-new Tucson in Spring 2021. While preference has been shifting towards SUVs for the past several years, Hyundai has been primarily thought of for cars. If Hyundai was to achieve aggressive growth goals while building brand perception, we needed to make a big splash with Tucson.

Everything in the world that’s new and innovative all started as the same thing. A question. Because that’s how you challenge the status quo to make things better. And when it came to the new Tucson, Hyundai questioned everything. To make the SUV, and this process of innovation, memorable in the minds of consumers, we decided to have a little fun with this notion by leveraging humorous and head-scratching life questions as an entertaining creative hook.



The campaign drove exceptional success:


Video for 2022 TUCSON Question Everything Launch

Entrant Company / Organization Name

INNOCEAN USA, Hyundai Motor America


Entry Credits