New Genesis commercial

[jarred52]

I saw a commercial for the "new" Genesis while watching football on Sunday. It reminded me of the original Infiniti commercials from years ago when Nissan introduced Infiniti. Lots of social consciousness bs and very little on the cars. I was not impressed.

 

[sensazngen]

I saw a commercial for the "new" Genesis while watching football on Sunday. It reminded me of the original Infiniti commercials from years ago when Nissan introduced Infiniti. Lots of social consciousness bs and very little on the cars. I was not impressed.

I saw the same commercial and had similar disappointments. But I think there approach was to be mysterious and have viewers to want to know more. The key will be how they follow up with there future commercials. Maybe Hyundai spent too much money already with their Kia commercials by paying LeBron and Blake Griffin they are tapped out for the Genesis marketing. I thought the Kevin Hart Genesis commercial they had during the super bowl was disappointing from a marketing perspective. Hart made it funny and entertaining but the car has so much more to offer than vehicle tracking. They need to do more commercials like this one if they want to tap into the Luxury market.


https://youtu.be/xUs_pWC2aRo

 

[Mark_888]

Maybe Hyundai spent too much money already with their Kia commercials by paying LeBron and Blake Griffin they are tapped out for the Genesis marketing.

Although Hyundai owned a majority stake in Kia at one time, Hyundai now only owns abut 34% of Kia. So Hyundai and Kia operate as separate companies for marketing purposes, even though they have some extensive technology and production sharing agreements.

 

[Stoneybroke]

Is Hyundai using the same agency that did the Equus advertising? I found the ad to be really lame. I quote:
We’re not here to talk about a car. Which may seem strange coming from a car company. We’re here to talk about respect. The kind of respect that has the humility to honor others. The confidence to put the spotlight on someone else and to stand for something bigger than ourselves. Respect is in our culture, it’s who we are. We respect the competition, because it brings out our very best. We respect design and creativity, they remind us that we are unique beings, whose creations make a difference. We respect time, because we know it’s the most valuable thing humans possess. Respect is what compelled us to not just build a brand to be number one, but to build a brand to make sure you are.

Introducing Genesis.

In a world scrambling to put itself first, we believe respect is a breath of fresh luxury.

Anybody here tell me what this has to do with the car? you only get one chance at an introduction of a new vehicle and IMO they blew it. Too bad, I think it is probably a great car, but you would never know it from the ad.

 

[Mark_888]

Is Hyundai using the same agency that did the Equus advertising? I found the ad to be really lame. I quote:
We’re not here to talk about a car. Which may seem strange coming from a car company. We’re here to talk about respect. The kind of respect that has the humility to honor others. The confidence to put the spotlight on someone else and to stand for something bigger than ourselves. Respect is in our culture, it’s who we are. We respect the competition, because it brings out our very best. We respect design and creativity, they remind us that we are unique beings, whose creations make a difference. We respect time, because we know it’s the most valuable thing humans possess. Respect is what compelled us to not just build a brand to be number one, but to build a brand to make sure you are.

Introducing Genesis.

In a world scrambling to put itself first, we believe respect is a breath of fresh luxury.

Anybody here tell me what this has to do with the car? you only get one chance at an introduction of a new vehicle and IMO they blew it. Too bad, I think it is probably a great car, but you would never know it from the ad.

Dollar for Dollar, Hyundai has been a superior product compared to almost all competitors. The problem has always been about respect, due to the initial disastrous introduction of Hyundai into the USA in the late 1980's with severe quality problems.

With a luxury brand like Genesis, versus their competition, the issue of respect is magnified.

I wouldn't worry about the ads too much, as it is not really possible to get into all the details in the TV commercial. Hyundai has done lots of commercials where they discussed the technical features, and they will eventually do that for Genesis. At this point, it is a matter of brand name recognition, without any mention of Hyundai, that matters the most.

 

[jsmit86]

This is classic brand building. The idea is more to make you seek out more info on the brand than to sell you on a specific car.

You will likely see more ads focusing on the car in the future. I'd expect that some product focused ads may air on TV, but probably more in car mags and internet targeted ads.