Hyundai Motor America Launches New, Original Hispanic Advertising Campaign

Hyundai Motor America Launches New, Original Hispanic Advertising Campaign

The Campaign Includes Hyundai's Second Full Vehicle Line Spanish-Language Television Spot

FOUNTAIN VALLEY, Calif., July 24 /PRNewswire/ -- Hyundai Motor America debuts new, original, Spanish-language advertising campaign with a fresh creative approach themed "Respect". Introduced just prior to the World Cup games, the new Respect campaign is a bold interpretation of Hyundai's current position in the global automotive marketplace, and mirrors the reverence the brand extends to Hispanic consumers.

"Hyundai's 2007 model year Hispanic advertising is symbolic of a powerful presence that is strongly felt and well respected," stated Cuban-born Robin William Robert, National Manager Hispanic Marketing, Hyundai Motor America. He added, "As the Hispanic market continues to evolve and grow, so has our brand; delivering quality, segment leading vehicles with new options that give Hispanic consumers much more."

In January 2005, Hyundai Motor America launched its 24/7 new product initiative -- seven new products in 24 months -- marked by the all-new Tucson in 2005. The Hyundai Tucson was recently named "Highest Ranked Compact Multi-Activity Vehicle in Initial Quality" in the J.D. Power and Associates Initial Quality Study Rankings. The Hyundai brand is known for its leadership in unsurpassed standard safety content, sophisticated design, and exceptional consumer value, earning recognition and respect within automotive circles and consumers alike. The creative platform for the new, original Spanish-language advertising communicates Hyundai Motor America's emergence as a global automotive player.

The Respect campaign kicks off with the television spot "Arrival", Hyundai's second, original, Spanish-language full line television spot this year. "Arrival" correlates a bustling city to a jungle with cars roaming freely about, until sounds of an approaching stampede grow louder causing the cars to quickly shuffle about in fear and disappear to avoid the mysterious clamor that is drawing closer. The new Hyundai full product line -- Accent, Elantra, Tiburon, Sonata, Tucson, Santa Fe, Entourage and Azera -- comes into view dominating the streets of the city, signifying the respect the brand has earned.

A subsequent television spot, "Train", highlights the Hyundai Sonata, named Best Sedan by Sobre Ruedas Magazine during model year 2006. The spot is symbolic of a powerful force stopped by the presence of a Hyundai Sonata. The force is a train moving steadily across the tracks until it comes to a complete halt. Passengers in the train look around a bit surprised and see that flashing lights and a lowered gate have unexpectedly stopped the train for a vehicle to pass. The 2007 Hyundai Sonata comes into view proceeding over the railroad crossing while the train is stopped, representing the courtesy and respect rendered to a distinguished figure.

The advertising campaign is the first created for Hyundai Motor America by del Rivero Messianu (dRM DDB), Hyundai's Hispanic agency of record, which took over the account last February. The new campaign includes a third, original, television commercial set to launch in September, along with radio commercials, print ads, and interactive marketing programs, with extensions to support the Hyundai Dealer Advertising Association (HDAA).

Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai cars and sport utility vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through more than 700 dealerships nationwide.

Hyundai Tucson received the lowest number of problems per 100 vehicles among compact multi-activity vehicles in the proprietary J.D. Power and Associates 2006 Initial Quality Study(SM). This study is based on responses from 63,607 new-vehicle owners, measuring 251 models and measures opinions after 90 days of ownership. Proprietary study results are based on experiences and perceptions of owners surveyed in February-April 2006. Your experiences may vary. Visit jdpower.com.

Source: Hyundai Motor America

CONTACT: Yvonne M. Lorie of MGS Communications, +1-305-856-7474,
ext. 256, yvonne@mgscomm.com, for Hyundai Motor America

Web site: http://www.hyundainews.com/
http://www.jdpower.com/

NOTE TO EDITORS: For advertising campaign samples, contact Yvonne M. Lorie, MGS Communications, 305-444-4647 ext. 256.

-------
Profile: intent