Hyundai Promotes Ioniq 5 In New Ads, Downplays SR Model — With Videos
Hyundai is running several ads for its electric cars designed to make them look normal instead of strange.Hyundai is taking a page from the Volkswagen playbook from 60 years ago. Back then, the Beetle was weird. It was strange. There was still an anti-Teutonic hangover following the Second World War. Sales in North America were sluggish until the company hired Doyle, Dane & Bernbach. Soon, iconic spots such as the famous “Keeping Up With The Kremplers” ad started cropping up on television.
Hyundai’s corporate cousin KIA has also been known to put the power of creative marketing to work. Its ads took the KIA Soul — essentially a box on wheels — and made it the epitome of cool. The Scion xB and xD from Toyota were essentially the same concept. So was the Honda Element. None of them could crack the mass market. The Soul went on to become a cultural icon — and sell way more cars than the xB and xD combined — thanks to the power of great advertising.
In the world of automobile sales and marketing, Tesla is an anomaly. It doesn’t do advertising, preferring to rely on word of mouth and the considerable promotional skills of its primary cheerleader, Elon Musk. The rest of the automotive universe is in the uncomfortable position of having to peddle their conventional cars while convincing potential customers to consider one of their electric car offerings.
Hyundai has decided to take the bull by the horns, as it were. In conjunction with Brady, Brannon, and Rich, it is using the same humorous approach that propelled Volkswagen into the limelight decades ago to market its new plug-in hybrid and battery electric cars. Here’s the instant classic, “No Gas, No Squeegee” spot.
We understand that KIA has booked space during the Stupor Bowl to introduce its sexy new EV6. During the league playoffs this weekend, Hyundai laid the groundwork for its electric car ambitions with a new spot starring Jason Bateman. The theme is basically that no one flew in an airplane — until they did. Nobody used a microwave oven — until they did. Nobody had an email account — until they did. And no one used a smartphone — until they did.
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