“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.
CREDITS
Client: Hyundai
CMO: Dean Evans
Director, Marketing Communications: Paul Imhoff
Sr. Group Manager, Brand Marketing Advertising: Monique Kumpis
Agency: INNOCEAN Worldwide
“Duet”
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