Innocean's new commercial for the new Hyundai Santa Fe has a nice little twist to snare and hold its viewers' attention - slice of life snapshots appear in the landscape as ('real') giant screens. New thinking, new possbilities? Yes, I get it.

And, as the Santa Fe's target market is family SUV buyers, the family snapshot reference is apt.

The agency is Innocean, with creative director, Scott Lambert, leading the creative team of copywriter, Yanni Pounartzis, and art directors, Mike Lund and Rua Perston. Revolver's Bruce Hunt directed the spot, which went to air nationally this week. Animal Logic provided VFX and Song Zu, the sound track.

Lambert expressed his enthusiasm for the project, “The New Santa Fe is a beautiful SUV that can take you to unforgettable places where moments and memories can be found. Bruce and Danny have created a film that makes you just want to visit there."

http://www.youtube.com/watch?v=vPmReGGA3Mg&feature=youtu.be