Hyundai Genesis mind games leave us stranded

Elon Musk observed that Tesla had never advertised because it didn’t need to: the car spoke for itself.

Not everyone is in this fortunate position however and car companies have been falling over each other in a race to redesign their communications (as well as their cars) for the electric era. As there seems to be a global shortage of electricity, heaven help us.

Hyundai’s luxury brand Genesis and agency Jung von Matt have thrown the production book at this one: ‘Designed for your mind.’ Time was, of course, when cars were designed to get you from A to B (some with more style than others.)

It all looks very nice but what’s it telling us? It’s the car version of ‘You’re never alone with a Strand,’ a notably gloomy cigarette ad from pre-history that said it’s for sad losers. Maybe we don’t have those any more, not in luxury cars anyway.

JVM produced a terrific ad for Mini a few years back but time moves on – not always in a good way.

MAA creative scale:3.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

2 comments

  1. Avatar
    Lavina Sinkovich

    Yes, the EPA did ban the use of creosote. However, chaparral (aka Larrea tridentata, aka creosote bush) is not the same creosote banned by the EPA for use as a pesticide.That creosote is a category of carbonaceous chemicals formed by the distillation of various tars and pyrolysis of plant-derived material, such as wood or fossil fuel. The most commonplace of these creosotes are called coal-tar creosote and wood-tar creosote. Thank you, for commenting!

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