the ask:
Introducing the Hyundai XRT trim of SUVs. Designed to be off-road capable, especially during Canadian winters.

the insight:
People buy SUVs for the “one weekend a year” scenario (hauling, towing, adventuring), even if 95% of their driving is errands and commutes.

the idea:
Show that the XRT thrives in both worlds. The everyday winter reality and the fantasy of rugged escape.