I've watched this ad several times now before posting and I'm still not sure why Hyundai and its advertising agency has such utter contempt for their target audience. How else would you explain a spot which paints a car buyer as being so incredibly simple-minded that they'd rattle off a list of features and then start screaming with excitement like a contestant on the Price Is Right? I honestly don't know. But it is quite interesting to get a portrait of just what Hyundai thinks of its customers. I can just see the brief now.

Who are we talking to?
Idiots. We're talking to idiots. Their IQ is equal to a can of Diet Coke. Their hobbies include watching TV, watching game shows, and watching more TV. Their favorite show of all time is Three and a Half Men: when Charlie Sheen was on it. Actually, they never realized Charlie Sheen left the show. They get excited about any old thing. Honestly, you should watch the focus groups. We're planning on putting them on youtube next month under the title "Dumbest focus group ever." This is your audience. Treat them like seals at Sea World, except without the intelligence.

Client: Hyundai - Central Region Hyundai Dealers Advertising Agency: INNOCEAN USA VP, Group Creative Director: Miles Turpin Creative Directors: Lon Davis, Skip Tramontana Art Director: Vanessa Volonte Copywriter: Marvin Figueroa Executive Producer HDAA: Jennifer Pearse Senior Producer: Melanie C. McKinnell Production Company: Cap Gun Collective Director: Matt Miller Director of Photography: Eric Haase Executive Producers: Matt Abramson, Jason Botkin Head of Production: Marisol Herold Line Producer: Gabrielle Yuro Post-Production Company: Orange Editorial Editor: Brad Wetmore Post Producer: Chanel Boyd

about the author

kidsleepy CD copywriter with 18 years experience who has worked in many cities including New York, Atlanta, Montreal and currently Los Angeles. I snark because I care.

Comments (10)

  • Catherine Horgan's picture
    Catherine Horgan (not verified)

    I am more offended by the recent Hyundai Elantra ad that has been running in NY the past several days where words are "bleeped" on a 7 second delay to indicate that profanities are being explained. Really, Hyundai? This is the best your marketing money can come up with? Pandering to the lack of civility in society today by feigning to have foul language expressed by Hyundai shoppers? Grow up....your market may be the younger generation but that doesn't mean you have to insult them by suggesting they can't come up with a better way to express their excitement than by shouting out a four letter word.
    Shame on Hyundai and for ABC local networks for even showing the ad.

    Jul 23, 2015
  • Jack's picture
    Jack (not verified)

    The ad continues to run and continues to (bleep) bother me. I've posted a comment at this adlandTV site but do not see it. I've even gone so far to write the FCC and Hyundai public relations department. I don't know why the public is not outraged by these ads. I used to work for Ogilvy & Mather and I highly doubt if we'd ever sanction such an ad campaign as this current Hyundai ad.

    Jul 30, 2015
  • lulu beamer's picture
    lulu beamer (not verified)

    i HATE this commercial. nails on a blackboard. so annoying. make it stop. i turn to another channel when it rears its ugly head. this is a horrible, non effective irritating ad that insults

    Aug 14, 2015
  • Really?'s picture
    Really? (not verified)

    People getting annoyed by the Hyundai "bleep" ad really need to get another hobby.

    Aug 15, 2015
  • Dabitch's picture

    Why? Comments are here for sharing opinions on the ads, so I'm perfectly fine with that. Just hope that everyone is aware that the people who can do anything about it at Hyundai might not see them, though any social media monitoring team worth their salt would be checking comments exactly like these.

    (....And please note that this site is Called "Adland" - it's just the URL that is "Adland.tv")

    Aug 15, 2015
  • Rob's picture
    Rob (not verified)

    If you listen closely to the inane dialog in this commercial, you will notice the volume is amped up slightly during the scream portion. Then, just when the scream has been on long enough for the viewer to reach for the mute button on the remote control, it is completely silenced by the closing of this inexpensive car's door - as if to imply something positive in terms of the car's engineering. It's a very cynical commercial that uses shock value to get attention. It's the commercial equivalent of bonking someone over the head with a baseball bat - "HELLO! I'M HERE! LOOK AT ME!" It's not humorous, nor is it effective.

    Aug 21, 2015
  • karen angellward's picture
    karen angellward (not verified)

    On the radio or TV.....I turn it off when the screaming ad comes on......sooooooo annoying. I figure if they all sat around a table and agreed this is a good ad....who would want to buy a car from them? One of the worst ads ever!

    Aug 25, 2015
  • Scott 's picture
    Scott (not verified)

    It's obvious what they are up to: targeting women, 30s, married with kids, drive Hyundai and you'll relate better to your sports obsessed husband. And for men, drive Hyundai and your wife will finally get excited about what you're into. They will also notice how prominent her breasts are after her little ball dance.

    Sep 26, 2015

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