Hyundai puts an accent on maturity

The new look Hyundai Accent is a vehicle aimed not only at fledgling families, but also the emerging adult market. At this stage in life, the trendy little hatchback driven before is replaced by safe practicality in the form of family-type saloons. Nippy town cars make way for boot space to store prams and golf clubs.

The point that The Jupiter Drawing Room Cape Town tries to make with the latest offering for the Korean car manufacturer is that growing up does not necessarily mean growing old. A larger car does not signify the end of one's independence and freedom. Quite the opposite is true - the Hyundai Accent is aimed at the young at heart. It caters for those attempting to embrace the real responsibilities of adulthood, but aren't ready to forfeit the enthusiasm of youth.

Driven to distraction

The opening scene of the commercial introduces us to the protagonist - a man in his early thirties, performing a series of rather bizarre ushering motions whilst in his pyjamas.

A screech of tyres sees our guy launch his Hyundai Accent from the parking lot onto the street. Racing through Joburg city at night, he swerves to avoid a maintenance truck, zooms past a happening chill lounge, and skids to a halt in front of a hospital.

A group of doctors clap their hands in vague disinterest. Clearly, they have witnessed this behaviour before.

Nonplussed, our driver springs out of his Accent, punching the air ecstatically and shouting into his cellphone about breaking the seven minute barrier.

The scene cuts to his heavily pregnant wife, groggy with sleep, on the other end of the line, thus revealing the reason for his hair-raising practice journey across town.

Practical playtime

"The new Hyundai Accent makes a statement about the people that drive it. They aren't keen on driving the same hatchbacks as younger trendsetters, but they aren't any less trendy. They are looking for practicality with an edge. Hyundai Accent represents this, and we had to get this message across in the ad," says Creative Director Darren McKay.

"The ad shows us that we can be excited about entering into a new phase of life. The car is a symbol of this transition," says Creative Director Darren McKay.

"By using a stereotypical 30-something chap, preparing for such a life-altering, and hugely adult event as the birth of his first child, we were able juxtapose the reckless driving and free spirit associated with someone younger than he, with the responsibility of transporting his heavily pregnant wife to hospital safely," he said.

Look out for the new Hyundai Accent advertisement flighted nationally from 23rd July 2006.