Stylish, comfortable and safe are just some of the words that come to mind when describing Hyundai's newest kid on the block. This sleek stylish model is aimed at the modern, discerning consumer who still wants frills and thrills, but is not prepared to compromise on safety and value. This is the old Elantra's good-looking cousin.
The Elantra is positioned as a more sophisticated and safer model, boasting impressive interior safety features and a seductive exterior. With this positioning in mind, the advert aims to juxtapose these two elements starkly against each other, emphasising and drawing attention to the two most important aspects of this ‘new and improved' model. The action moves continuously between a father and son on their way to the park to a glitzy car showroom. The entire ad was shot in two days in Cape Town and was directed by Bruce Paynter of CAB films.
“The script has a mature sophisticated tone which reinforces the credibility of the Hyundai brand over and above their good value across all their vehicles and also supports the fact that it is literally a safe bet,” says Myles Hoppe, Hyundai Account Director.
“The idea behind the ad is to provoke the consumer into realising that the safety features you can't see are more important than the features that seduce you,” comments Creative Director Darren McKay. “It's great to have something credible to say about a car these days because techno-dancing and surfing have already been done,” adds McKay.