Here’s something that doesn’t demand too much thought.
Hyundai are pitching freedom.
Maybe not that unique when it comes to cars, but nice to see a more creative execution rather than the happy family / cafe couple that we usually get bored by.
Innocean creative director Scott Lambert said that the ad represented a departure from Hyundai’s traditionally “sophisticated, clean style of commercial for a more emotive feel”, with more colour and tone than the brand usually employs.
The rights to the music cost “around $200,000″ – so we might be seeing more of this…and at least at that cost the music is central to the creative idea. The supercut editing is nicely done and you get a look at the car and features – the sun-roof, radio etc. All done in a way that entertains and communicates.
There is a definite trend towards BIG BOLD advertising which connects to the consumer. Big productions, longer time-lengths and stirring words and music talking to consumers in their own language (ref the new VB ad posted below…).
Fox Sports in Australia have produced a new ad celebrating the great game and the fans who have been waiting through the winter Down Under. Most fans will already be EPG locked and loaded, but for those that haven’t, it is a strong and timely reminder to get behind your teams on Fox Sports.
It is a strong example of an advertiser talking to viewers in their own language – the passion and pride of sports fans. Pay TV does this particularly well as they know their consumers so well.
And for those of us supporting Newcastle United, the “Championship” season has already begun with a flattering 1-1 draw.
Note the Newcastle fan and the level of abject misery and the Manchester Utd fan revelling in the replacement of Ronaldo with Owen. Grief. But spot on…