Sonata Featured in Second Hyundai Brand Campaign

First dedicated product spot in new brand strategy demonstrates Sonata's advanced safety systems and further highlights Hyundai's 'Modern Premium' market positioning

MARKHAM, ON, Feb. 27, 2015 /CNW/ - As a follow-up to Hyundai's aggressive, new brand advertising campaign announced in January, a second spot is launching this weekend, Hyundai Auto Canada Corp. announced today. Rather than focus on the brand as a whole, the new commercial reinforces the premium brand positioning Hyundai vehicles have in the market by focusing exclusively on advanced safety systems in the company's all-new 2015 Sonata mid-size sedan, winner of the 2015 AJAC Award for Best New Family Car (over $30,000).

"By 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. "By communicating the great lengths our engineers went in developing one, single aspect of the all-new Sonata – which is safety – it 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 30-second commercial will debut February 28 on professional hockey broadcasts in English and French across Canada and will continue on major and specialty TV networks through the end of March. The spot is set to the song "I'm an Albatraoz" by AronChupa.

The safety systems featured in the commercial are the Sonata's Blind Spot Detection, Lane Departure Warning System, and Forward Collision Warning.

As the second commercial in the company's new brand campaign, it defines Hyundai's global "Modern Premium" brand positioning for Canadians. The term "H-Factor" is used as a creative expression of the company's drive to deliver customer experiences that exceed expectations. This is achieved through vehicle design, advanced engineering, delivering award-winning quality, and developing cutting-edge safety and convenience systems. It also extends to the dealership environment through a national re-imaging project and a comprehensive dealership training and certification program that elevates the sales and service experience.

The commercial was first released on the company's YouTube channel this week. Complementing the video is a more in-depth landing page on Hyundai Auto Canada's website that explains the H-Factor positioning.

The creative, development, and media buying was managed by the company's agency of record, Innocean Worldwide Canada.

Hyundai Auto Canada, established in 1983 and headquartered in Markham, Ontario, is a subsidiary of Hyundai Motor Company of Korea. Hyundai vehicles are distributed throughout Canada by Hyundai Auto Canada and are sold and serviced through more than 210 dealerships nationwide. Hyundai is also the first to offer its zero-emissions Tucson Fuel Cell Electric Vehicle to Canadian customers. More information about Hyundai and its vehicles can be found at

SOURCE Hyundai Auto Canada Corp.

Image with caption: "Hyundai Auto Canada's second commercial in its new brand campaign features its Sonata mid-size sedan and advanced safety technology (CNW Group/Hyundai Auto Canada Corp.)". Image available at:

For further information: For interviews or additional information, please contact: Chad Heard, Public Relations Manager, Hyundai Auto Canada Corp., Office: (905) 948-6712, Mobile: (416) 559-9640, Email:; Laurence Myre Leroux, Public Relations Specialist, Hyundai Auto Canada Corp., Office: (905) 948-6837, Mobile: (416) 518-5852, Email:


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