‘Trained in Vegas’ - Hyundai Motor and Jung von Matt Spree choose the weird and wonderful streets of player paradise Vegas to launch the driverless IONIQ 5 Robotaxis
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 roller skates. Each motif is displayed alongside simple copy, emphasizing that, faced with unexpected situations, the robotaxi is smart enough to react accordingly. The campaign chooses a humorous approach in contrast to typical communication on autonomous driving that’s usually filled with technical details and jargon.
According to Sarah Buggle, Creative Director at Jung von Matt SPREE, “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.”
The campaign is launching this month worldwide across OOH, print and digital channels, having kicked off initially with a DOOH placement in Las Vegas during the Consumer Electronics Show (CES), the premier global event for the latest in tech.
The campaign motifs were shot by photographer Jules Esick, based in Berlin, and post-produced by RECOM Group Berlin. On-ground support was provided in Las Vegas by Fixer Films.
About the IONIQ 5 robotaxi:
The IONIQ 5 robotaxi is equipped with advanced technology from Hyundai Motor, featuring over 30 sensors, including cameras, radars, and lidar, for robust 360-degree perception and ultra-long range detection. Each robotaxi is developed in partnership with Motional, an autonomous technology company providing advanced machine learning systems alongside decades of real-world trained data.
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