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Hyundai Canada to break guardian angel campaign

Hyundai Auto Canada of Markham, ON is readying a new advertising campaign for its 2015 Hyundai Sonata. The national campaign, developed by Innocean Worldwide Canada, consists of television, print and online advertising. Media buying is being handled by ZenithOptimedia. The campaign will being at the end of June and will run for four months. The creative focuses on the safety features of the car, using the theme that they will put guardian angels out of work.

The 30-second television commercial depicts a driver avoiding a collision because of the car's warning system, then seeing a guardian angel appear too late between the two children in the back seat. Additional TV executions include 10-second billboards during Canadian network broadcasts of World Cup games. The print creative features the same guardian angel protesting the loss of his job due to the safety of the Sonata. The same theme is being used in the online advertising and on the company's website. The guardian angel character will also be given a Twitter account.

"With advanced technologies such as front collision warning, lane departure warning, and blind-spot information systems, the new Sonata really can take the place of the guardian angel by watching out for dangers on the road," said Jennifer Dobbs, director of marketing at Hyundai Auto Canada. "We decided to communicate those benefits by bringing a somewhat unreliable anti-hero into our advertising and asking what they might do if a new car suddenly puts them out of work. It's a fun way to showcase a consumer benefit that will really break-through the chatter in the marketplace."

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