Too tough to print
Capitalising on the recent SATAWU security wage riots that brought the Mother City's CBD to a grinding halt, The Jupiter Drawing Room Cape Town created a print offering to leverage the new Hyundai Tucson as a tough vehicle that can handle adversity. Yet only one of the various weekend newspapers approached with the hope of a last-minute placement accepted the ad.
The ad plays on the current Tucson campaign thought: "Pretty. And tough." in conjunction with the SATAWU action in May that resulted in much damaged property - including shop windows and parked vehicles.
"Certain papers refused to run the Hyundai ad, claiming the content was competitive," explains Myles Hoppe, Hyundai's account director.
Hoppe continues, "It is clear that the vehicles displayed in the ad are in a different price range, and therefore segment, to the Tucson. The fact that they are even in the shot is of no consequence."
"This shoot reflects reality," says Hoppe. "I think that the public should be the judge of whether this is a case of competitive advertising or simply a cleverly produced proactive offering.
"We have released the ad over the internet in a 'viral marketing' campaign and the response has been fantastic."
