For millions of Americans, one of the most frustrating parts of every workday is the traffic-clogged slog they face on their daily commutes. It is against this familiar backdrop that Hyundai introduces the fully redesigned 2018 Sonata to a national audience in its first national TV spot, titled “Duet.” The commercial was produced by Hyundai Motor America’s creative agency, INNOCEAN.
“The new Sonata makes every mile a little better,” said Dean Evans, chief marketing officer, Hyundai Motor America. “We fully recognize that the road of life is hectic enough already. While we can’t control what other drivers do, or change a crazy commute, we’ve done everything possible to make that daily drive more enjoyable, as this new spot demonstrates in a fun, lighthearted way. The new Sonata may not shorten your commute, but it can certainly help make it sweeter.”
The spot places the Sonata’s upscale and freshened interior, luxurious creature comforts, and frustration-free technology in a context that’s familiar to anyone who’s ever had to pass the time on the way to work when the going gets slow. Stuck in a massive traffic jam, a delighted Sonata driver sings along to Sweet Caroline by Neil Diamond, and unites with another happy Sonata owner among several angst-ridden drivers on the road. The new Sonata 2.0T is prominently featured and showcases how its captivating new design stands out in the sea of vehicles it shares the road with during a typical stop-and-go commute. Likewise, the TV spot demonstrates the advantages of confidence-inspiring preventive safety tech like the 2018 Sonata’s Blind Spot Detection (BSD) with Rear Cross-Traffic Alert (RCTA), which is now standard equipment on all trim levels.
“The all-new Sonata is another act of Hyundai being a better car company and dedicated to making their drivers’ lives better,” added Eric Springer, CCO, INNOCEAN.
A :60 second and :30 second version of the new 2018 Hyundai Sonata commercial began airing on national and regional TV, and digital platforms this week.
The 2018 Sonata builds on the success of previous generations while introducing a number of dramatic design changes that are aligned with Hyundai’s evolving design philosophy. The progressive design results in a bolder, more sophisticated exterior with precise lines and distinctive styling cues that create an unconventional and eye-catching design theme. Inside the new Sonata, the center stack has been enhanced with larger features to create a more striking appearance. Revised audio and ventilation controls are given “rocker” buttons, enhancing the car’s premium feel.
The Sonata also offers more safety features in 2018. In addition to seven standard airbags (dual front, side, and curtain, as well as driver’s knee) and a battery of safety systems, Blind Spot Detection (BSD) with Rear Cross-Traffic Alert (RCTA) comes as standard equipment, the only midsize car in the segment with this technology standard. Sonata is also equipped with a new Lane Departure Warning system that has an enhanced Lane Keep Assist function available and Automatic Emergency Braking (AEB) with Pedestrian Detection on certain trim levels.
CMO: Dean Evans
Director, Marketing Communications: Paul Imhoff
Sr. Group Manager, Brand Marketing & Advertising: Monique Kumpis
Agency: INNOCEAN Worldwide
CCO: Eric Springer
GCD: Barney Goldberg
GCD: Jeff Bossin
AD/ACD: Kiran Koshy
CW/ACD: Will Gorman
EXECUTIVE PRODUCER: Nicolette Spencer
PRODUCER: Melissa Moore
GROUP ACCOUNT DIRECTOR: Mike Braue
ACCOUNT DIRECTOR: Christy Ferguson
ACCOUNT SUPERVISOR: Allison Morrissey
PLANNING DIRECTOR: Tim Anderson
Production: Biscuit Filmworks
Director: Aaron Stoller
HYUNDAI MOTOR AMERICA
Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Company of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through more than 830 dealerships nationwide. All Hyundai vehicles sold in the U.S. are covered by the Hyundai Assurance program, which includes the 5-year/60,000-mile fully-transferable new vehicle limited warranty, Hyundai’s 10-year/100,000-mile powertrain limited warranty and five years of complimentary Roadside Assistance. Hyundai Blue Link® Connected Care provides owners of Hyundai models equipped with the Blue Link telematics system with proactive safety and car care services complimentary for three years with enrollment. These services include Automatic Collision Notification, Enhanced Roadside Assistance, Vehicle Diagnostic Alert, Monthly Vehicle Health Report and in-vehicle service scheduling.
For more details on Hyundai Assurance, please visit www.HyundaiAssurance.com
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