Lattes vs. Airbags “Think About It”

Hyundai has just launched a new ad campaign, and instead of featuring its cars it has opted for an honest and somewhat sarcastic approach to marketing itself.

The “Think about it” campaign is challenging people to think about what really makes a good car and to also reflect on how cars are being marketed to them.

The campaign by Goodby, Silverstein & Partners will include online, print, out of home, and TV ads, as well as the web page www.thinkaboutit.com.

The web page offers a slightly awkward, but very compelling experience that goes beyond the TV ads. Visitors are presented with a large wide screen video and a jazzy soundtrack (The same as in the TV ads) asking “Shouldn’t a car have more airbags than cupholders?” or “How foreign is a car company that makes most of it’s cars in America?”.

The video will then continue to loop underneath some relevant copy that comes across as straight talk. But mixed in with the copy are a couple odd looking icons that invite you to “click to expand”. I won’t spoil the surprise, but they play up the underlying humor apparent in the copy. In all there are 7 sections to check out.

This campaign is a breath of fresh air at a time when most other car companies are still competing to see who can come up with the coolest way to magically assemble their cars.

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I like the campaign and the site is very well done.

This is one of the smartest ad I have seen in a while. From there TV spots to there online pieces.

Traditional advertising isn’t working like it did back in the 80’s where everyone believed what they see on TV. It’s something like this that ask the viewer to question, think and take a look at the key benefits there product has to offer over the competitor. These are the types of ads that will be successful in the future.

Though the responsibility lies heavily on the company to continue to produce a quality product. The consumer of the 21st century is more educated and almost solely relies on referrals to products.

Glad you folks like. Very thoughtful comments on the thinking behind this campaign, Ian. I’d say you’re right on.

We’re trying to do something a little different here. And there will always be detractors to different. On the other hand, in our experience, many of those detractors tend to be Madison Ave. experts who’ve already made their minds up about … well … everything. That’s maybe why all car ads look the same - loud, ‘aspirational’ car porn that sells rather than communicates.

Consumers, on the other hand, are a whole lot more discerning. They appreciate being talked to like adults and being allowed to see and judge for themselves. It pays to be considered and considerate in your communications … especially when all you’re asking for is consideration!

Main campaing launched Oct. Web site will be beafed up significantly from the ‘teaser’ version currently up. Would love to hear what you guys think about it!