Hyundai is poised to ramp up marketing on their newly redesigned Elantra, and a new Accent is also in the works. Here’s the challenge: how do you get customers to look at your cars instead of just shopping for a Honda Civic or a Toyota Corolla? Sure, a fresh design and better that average build quality helps, as does aggressive pricing; still, you need a way to get your message heard above all the noise and backscatter. Hyundai’s latest ad campaign does that, in a way that’s sheer genius. Watch the videos below and tell me if you don’t agree.
We Americans love our conspiracy theories, and subliminal messaging has actually been used in advertising (with varying degrees of success) for years. Maybe, Hyundai says with tongue-in-cheek, we buy Hondas and Toyotas because we don’t have a choice. Maybe we accept driving boring-but-reliable cars because we’re told to do so. Maybe there’s a lot more to vehicle design than we’ve ever considered.
I don’t know where these commercials are going, but I can’t wait to find out. I’m off to drive the new Elantra next week (and tour Hyundai’s manufacturing plant in Montgomery, AL), so I’ll let you know what I learn. In the mean time, you may just want to wear a tin-foil hat before you get behind the wheel of your car. You can’t be too safe or too paranoid.