Hyundai’s IONIQ 9 Turns Its EV into a Shared Space for the Modern Family

Hyundai wants your next road trip to feel like a ride through space.

And not just because it’s electric.

Developed together with ad agency Innocean USA, its latest campaign for the "IONIQ 9" focuses less on performance specs and more on connection.

Titled “Space to Connect,” the national effort positions Hyundai’s first three-row EV as a digital-age family hub. 

It's roomy, quiet, tech-packed, and designed for moments that matter.

The campaign kicked off with two 30-second spots: “Hello, Space,” which introduces the SUV’s purpose as a connector of people.

“Inner Space" will focus on the vehicle’s interior technology and driving range.

Together, they aim to show how the IONIQ 9 combines utility with emotional value, particularly in the context of a modern family vehicle.

Creative agencies are redefining brand storytelling by focusing on the emotions products evoke, not just what they do. Luckily. the IONIQ 9 offers fertile ground (or space) for both.

The Beauty of Space

In the hero spot, the SUV floats through a surreal Mars-like terrain under a starry sky, where gravity-defying objects.

From a floating trucker to weightless toys, the spot conveys a sense of stillness and comfort that's uniquely Hyundai. 

While the majority of the spot was shot during the day, the team worked on achieving a "day to night" effect akin to films like "Mad Max: Fury Road,""Ad Astra," and "Nope."

"We wanted to create a world where the vastness of outer space seamlessly blends with the intimate space inside the IONIQ 9," Jagger Moore, Innocean USA's senior copywriter, told DesignRush. 

"The metaphor let us visually express both the functional benefits of a third row and class-leading interior space and the emotional benefit of connection — with family, with each other, and with the road ahead."

Moore also notes they leaned into clean compositions that highlighted the shape of the EV, "which really does feel a bit like a spaceship for modern families."

"With its sleek, aerodynamic lines and tech-first interior, it’s got this future-forward vibe that made the transition into our outer space world feel natural," he added.

ArtPractice handled direction, while VFX was crafted by Time Based Arts.

Hyundai is rolling out the campaign across high-impact media, including placements during the NBA and NHL Playoffs, digital streaming platforms like Netflix and Hulu, podcast networks, and social media.

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Adrian Vazquez (@adrianvvlogs)

The campaign also includes CRM, experiential content, and owned-channel executions.

Now available at U.S. dealerships, the 2026 IONIQ 9 offers up to 335 miles of range and qualifies for the full $7,500 federal tax credit.

With a starting price of $60,555 and domestic assembly at Hyundai’s Metaplant in Georgia, it’s built with American families in mind and plenty of room to grow.

Recently, Hyundai Card teamed up with renowned artist Tom Sachs for the largest-ever "Space Program" exhibit. 

These are the minds that helped turn brand platforms into cultural moments. Check out the top ad agencies: