• by Fern Siegel , March 15, 2024

Hyundai has climate change on its mind.

Its latest campaign, "The Last Safety Feature," takes on carbon neutrality. The work, by global agency Jung von Matt NECKA, underscores a sobering reality: Even safety features can't protect us from the catastrophic impact of the climate crisis. 

The call-to-action campaign, featured in outdoor, print and social media, shows cars submerged in floods, trucks burned out trucks during wildfires or sunk in sandstorms. The global markets include Germany, Australia, Thailand, Singapore, Canada and India.

The photos used in the ads are sourced from news reports and environmental journals. The campaign is a shift in traditional car ads, emphasizing ecological necessity, rather than fancy technology.

The line “that’s why we are going carbon neutral,” appears in each execution. Hyundai is investing heavily to become carbon neutral by 2045.

Andreas Brunsch, managing director, JvM NECKAR, said:"Hyundai candidly acknowledging that while its innovations and those of the autonomous industry are impressive, they pale in comparison to the larger issue of climate change."

The agency's client roster also includes BMW, Bosch, Opel and Vodafone.