Hyundai’s commercial aims to improve brand pronunciation among UK residents.
Asian brands tend to all suffer from the same problem in the West. Pronunciation by consumers is often quite “free”, taking for granted words and phonetics that do not actually exist. This has been commonly accepted for decades and it wasn’t until the advent of voice assistants that brands realized they had a problem.
This is the case of the Hyundai brand that has set out to correct this situation among the citizens of the United Kingdom with a fun advertising campaign.
“The Dawn of a New Hyundai” is the title of the Hyundai commercial created by creative agency Innocean. The idea is to seek a change in the perception of the brand among the inhabitants of the United Kingdom.
For this they have used the resource of humor and have recreated different situations when consumers use voice assistants. So, when we want to look for a “Hyundai” the browsers refer us to shops with names like “High’N Dye”, “Hawaiian Tie” or “Highland Eye”.
According to Ashley Andrew, Hyundai Motor UK Managing Director: “Hyundai is a young, innovative and forward-thinking brand that has transformed rapidly. 2023 is the perfect time for us to reflect this properly in the UK, with the launch of a host of exciting new products. With this campaign, we want to inject a bit of humor and personality into our brand that we hope will encourage more people to learn more about Hyundai.”
Innocean Creative Director Dom Sweeney commented: “Using Hyundai pronunciation and joy of speaking with technology was a kind and sincere way of bringing that ‘new’ pronunciation to the UK as a way of highlighting all the progression there is. within this brand.”
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