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Hyundai releases new Sonata commercial

Hyundai Auto Canada of Markham, ON has released a new television commercial promoting its 2015 Sonata mid-sized sedan. This is the second ad in Hyundai's ongoing brand campaign that began in January, and the first in the campaign to focus on a specific vehicle. The ad highlights the car's safety systems and makes use of Hyundai's new "Modern Premium" branding. The 30-second commercial, produced in English and French versions, broke nationally on Feb. 28 during hockey broadcasts. It will continue to air until the end of March. The ad has also been posted online.

"Using slow-motion video of an egg smashing and then reversing the process, and balancing that dramatic collision metaphor with a demonstration of Hyundai's advanced safety systems, delivers some vibrant visuals," said Jennifer Dobbs, director of marketing at Hyundai Auto Canada. "Communicating the great lengths our engineers went in developing one, single aspect of the all-new Sonata, which is safety, serves as a symbol for all the work in all areas that was invested in the car's development. The commercial stays true to the look-and-feel of our original brand spot, but builds on it by focusing on safety, an attribute our research has shown is a major focus for customers in this car segment."

The campaign was developed by Innocean Worldwide Canada, which is also handling media buying.

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