This case study analyzes the 2009 advertising campaign of Tucson ix, one of the leading brands in the SUV market. Despite of the superior product performance of Tucson, this model has shown lower marketing performance in terms of sales volumes compared to Sportage which is the main competitor in the compact SUV submarket. This market situation prompted Hyundai Motor to develop the new launching advertising campaign of Tucson ix. Hyundai Motor developed the improved new product of existing Tucson model and added up the subbrand ix to Tucson. Subbrand ix means 'I am Sexy' and reflects the brand concept, "sexy". Traditionally almost all SUV products' brand position has been based on product-related associations such as outstanding driving performance and exciting experience on the rough roads. In order to differentiate its brand image from other competing brands, Tucson ix introduced new brand position, "sexy vehicle" based on brand personality. The brand concept and ad theme of Tuscon ix is 'Sexy Utility Vehicle' and main target segment is consumer group aged between 28 and 32. Launching ad campaign includes 14 advertisements which maintain the ad theme(sexy vehicle) and differ in the implementation styles. Launching ad campaign combined with other communication vehicles(launching events, fashion magazines, co-marketing with Guess jean brand) has been successful to draw the attention of target market and establish the high brand awareness and unique brand image. Due to the success of Tucson ix ad campaign, Tucson ix established the leading market position in the compact SUV submarket.