Hyundai: Would you go this far to protect your daughter?
The 2017 Hyundai ads typically portray a real life scenarios, with humour at the forefront of the campaign. The comedic approach is to relate to experiences we have all shared at some time in our lives. The 2016 super bowl ad ‘first dates’ is no different. It was noted as one of the best ads of 2016. And won USA today’s super bowl ad meter.
Dads will go to all sorts of lengths to protect their daughters. And now with the help of Car Finder on the Hyundai Genesis, we get to see just how far one dad will go. The advert see’s the 37 year old American actor Kevin Hart use his comedy skills playing an overprotective dad whose daughter has her first date. The humorous sketch shows the young lad being given the keys to the protective dads new Hyundai Genesis. What he doesn’t know is that installed is the blue link car finder app. We see Kevin Hart use the feature and pop up in the most ridiculous places at times where it would have been otherwise romantic for the young couple. As the couple lean in for the first kiss Kevin is seen swinging on a rope ladder from a helicopter over the highway.
As if the first date wouldn’t be awkward enough!Luckily the daughter is unaware of her father’s doings. But she is left with her boyfriend rushing off after dodging that kiss!
Girls will know she is definitely thinking the worst and will now be analysing every single word and action from the beginning of the date to try and figure out what went wrong. Pretty damaging, huh?.
Each ad focuses on a specific Hyundai model and uses it as the key of the base of the social situation. The use of a known situation allows the audience to relate and as a result allow them to become involved with the ad.
Previous ads have portrayed angry bosses and bullies. (No, not in the same sketch). All content is light hearted and relatable, that’s why they work. The humour allows us to think back to those events and look at them in a funny way rather than allow it to destroy our souls, again. In a year that has been very grey and has seen political destruction humour is needed and is the quickest and easiest approach to get the people to favour your brand. Humour makes it likeable. And that’s why Hyundai is now the most successful car company in the U.S.
However, the humour has been criticised for being sexist, and the 2016 ‘first date’ is no different. Some have argued the sketch is ‘playing into sexist stereotypes about young women.’ And that it is insinuating that women cannot control their own love life or protect themselves. Others believe the male shouldn’t be portrayed as the dominant parent. It’s a bit stretched.But any publicity is good publicity, right?
Indeed what Hyundai did in 2017, was serious and thought provoking, coming more under public relations than pure advertising and in contrast to their humour. Millions of people watched Super Bowl LI. But not that easy for US troops serving abroad. So, Hyundai made their Super Bowl better. They couldn’t come home, so the corporation brought home to them. Watching the Super Bowl is amazing, but watching it with the ones you love is better.