Hyundai is launching a new marketing campaign titled “It’s Time to Go Electric,” featuring Kevin Bacon and his daughter Sosie Bacon in a series of commercials for the all-electric IONIQ 6.
The campaign kicks off on January 29 during the professional football conference championship games with a 60-second and a 30-second spot named “Your Dad Is Going Electric.”
In these commercials, Kevin Bacon plays an enthusiastic early adopter, showcasing the IONIQ 6’s innovative features and capabilities to unsuspecting strangers.
The ads humorously explore the father-daughter dynamic, emphasizing that even Kevin’s “older” and less tech-savvy character has embraced electric vehicles ahead of most consumers.
The 60-second ad addresses common concerns about electric vehicles, highlighting the IONIQ 6’s ability to charge from 10% to 80% in just 18 minutes with a 350-kW, 800V DC ultra-fast charger and a driving range of up to 361 miles for the IONIQ 6 SE RWD.
The 30-second companion spot, “Grandkids,” continues the journey of Kevin and Sosie Bacon, focusing on the environmental benefits of electric vehicles for future generations.
Following their premiere during the championship games, the ads will continue to run on broadcast and digital media platforms until March, when the IONIQ 6 goes on sale.
The campaign will also include contextual social media content highlighting key features of the IONIQ 6, such as charge time, Bluelink, and the digital key. This content will be shared across YouTube, TikTok, Twitter, Facebook, and Instagram.
Directed by Oscar-nominated directors Will Speck and Josh Gordon, known for the GEICO Cavemen commercials, the ads were produced by the award-winning company Furlined. The IONIQ 6 marketing campaign was developed by Hyundai’s agency of record, INNOCEAN USA, with media buys coordinated by Canvas.