INNOCEAN Canada has created a new campaign for the Hyundai ELANTRA that reframes sedan ownership through an emotional lens. Titled That ELANTRA Type of Love, the campaign moves beyond traditional feature-led messaging to explore the deeper connection Canadians form with their Elantra and the support it provides in their everyday lives.

Launching ahead of Valentine’s Day, the campaign is intentionally timed to align with a cultural moment already centered on love and connection. Rather than leaning into traditional romance tropes, the creative reframes love as something built over time through trust, reliability and showing up every day. The result is a modern, grounded take on what love looks like in real life.

“People do not experience their cars as a list of features. They experience them as part of their lives,” said Peter Assenza, National Manager, Marketing Communications at Hyundai Canada. “That ELANTRA Type of Love is grounded in truth. This campaign highlights the real relationship drivers have with their Elantra and the confidence that comes from choosing a car that fits who they are and where they are going.”

Developed in partnership with Hyundai Canada, the campaign is rooted in the consumer insight that Canadian drivers have a special connection to their Elantra, they are proud to have it. For them it’s a symbol of progress in their life. It’s their partner. The category in Canada has become overly reliant on rational, spec-driven communication. INNOCEAN Canada set out to differentiate ELANTRA by wrapping its strengths into an emotionally resonant narrative that celebrates current and future ELANTRA owners.

“Valentine’s Day gave us a relevant cultural moment, but it was never the message itself,” said Ian MacKellar, Executive Creative Director at INNOCEAN Canada. “It simply allowed us to talk about love in a way that feels real. This is not about infatuation. It is about long-term commitment and choosing something you do not have to justify.”

The campaign highlights ELANTRA’s role as a dependable, confident partner in daily life of Canadians. Introducing the 2026 ELANTRA, available in both gasoline and hybrid powertrains, with best-in-class fuel efficiency on hybrid models. It is a sedan designed to keep up with the rhythm of everyday life.

Framed by the Toronto skyline, this cinematic campaign elevates familiar moments of ownership, from quiet night drives to everyday commutes, treating the vehicle as a constant presence rather than a status symbol. The campaign is supported by a national media rollout strategically timed around Valentine’s Day, including early adoption of emerging formats such as Peak Moments with YouTube, a new contextual ad solution currently in testing. The format uses viewing signals to identify moments of heightened audience attention and places brand messaging at points where viewers are most engaged, allowing ELANTRA to show up when attention is highest and distraction is lowest.

“Our goal was to move ELANTRA beyond a rational decision and into an emotional space that feels earned,” said Mark Pileggi, Vice President of Client Services at INNOCEAN Canada. “When Canadians feel understood by a brand, the product benefits resonate more deeply. This campaign shows that loving your car can be practical, responsible and emotionally satisfying.”

That ELANTRA Type of Love is rolling out nationally across broadcast, digital, social and experiential channels, including creator partnerships and seasonal activations. The campaign reinforces Hyundai ELANTRA as a smart, confident choice for people in progress and a brand that understands what modern love really looks like.

INNOCEAN Canada is a fully integrated agency and led strategy, creative development, media planning and buying, and social + creator marketing for the campaign.

‍

‍