- New advertising campaign, Where Have You Been?, aims to continue the shift in perception of Hyundai
- Follows the success of ‘Dawn of a New Hyundai’ campaign, which introduced the global pronunciation of ‘Hyun-day’ rather than ‘Hi-yun-die’
- The advert stars the IONIQ 5 N as well as featuring the forthcoming INSTER
- Watch the full advert here: https://youtu.be/hK4IlPKBWRc
Leatherhead, 4 November 2024 – Today, Hyundai Motor UK launches a new advertising campaign that follows on from its successful ‘Dawn of a New Hyundai’, challenging perceptions of the brand. The brand’s transformation from value focused to premium volume contender – and pioneer in innovation, design and performance – is conveyed with the reinforcement of introduction the global pronunciation of ‘Hyun-day’ to replace the anglicised ‘Hi-yun-die’.
The new film imagines a world where the only people still saying Hyundai incorrectly have been out of circulation for 30 years. It features a middle-aged man, dressed as a ‘90s teenager, who has just been beamed back to earth from an alien spaceship having left the planet 30 years before. He is astonished by the spectacular evolution of Hyundai’s models, especially the IONIQ 5 N.
The advert ends on the words: “If you think you know our cars and how to say our name, where have you been?” reaffirming that preconceptions of the brand based on vehicles from decades ago should be set aside in line with the present-day reality of Hyundai’s multi-award-winning product line-up and customer service. The film will appear on Sky, ITV and Channel 4, plus cinemas nationwide, from 4 November until 5 January.
Ashley Andrew, Hyundai Motor UK MD, said: “Since the ‘Dawn of a New Hyundai’ campaign, our visibility has grown and continues to do so with each new product and the high-profile accolades they attract. That is important, because our research shows that once people put Hyundai on their consideration list, there is a strong chance they will buy our cars. But there is still more that we can do to alert those who are still not aware of what Hyundai has to offer. That’s what this new campaign is about – encouraging people to ditch their preconceptions of Hyundai, based on what the brand used to be, by showcasing the excellence of the current product line-up. And we’re pleased we have been able to do so with the same injection of humour that characterised the first campaign. While the messaging is serious, having a bit of fun helps to drive engagement.”
The idea for the new film came from advertising agency, Innocean UK, and was shot by Jeroen Mol, the director behind the New Dawn advert.
The full advert can be watched here: https://youtu.be/hK4IlPKBWRc