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- Agency: Innocean
- Location: Huntington Beach, CA
- Client: Hyundai Sonata turbo
- Name: “Stuck”
- Category: Film
Why I like it: “The turbo version of this car gives you an extra burst of acceleration. Now go and make us an ad so people will remember this, understand it, and care about it.” That’s where creativity comes in, and it’s interesting to see how it plays out in this ad. I believe they succeed, first and foremost by standing out from all the automotive clichés through the use of humor. This will get you noticed and remembered, and without out recall nothing else matters. The acceleration benefit is illustrated in a way that is completely clear and easy to relate to: no RPM counts and performance demos here…just the everyday unhappy feeling of being stuck behind something. This should give you comprehension. And finally, will people care? Well, this is the hardest one, and there are no guarantees because you cannot control people’s desires: you just have to trust that if people are in the market for a car, and they remember you, and they understood what you offered, and it was something that matched their needs…then of course they’re going to care! Nobody said it was easy, but if advertisers do their part well (achieve recall, comprehension, interest, etc.) that’s a job well done!