Ad Analysis of Hyundai's First Date

Prepared by: Javon Mark Odane Thorpe

Student number: N01183992

Date Prepared: March 15, 2017

Prepared for: Lilly Buchwitz

Course: Introduction to Advertising

An Analysis of Hyundai’s “First Date”

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This advertisement analysis is based on the Hyundai Genesis 2016 commercial titled, “First Date” that was on television during the 50th Super Bowl commercials. This ad presents the brand new Hyundai Genesis and Hyundai’s Blue Link Car Finder. It was Hyundai's first year as an official sponsor of the NFL.

The advertiser
        The advertiser, Hyundai Motor Company is a South Korean multinational automotive manufacturer headquartered in Seoul, South Korea. The company was founded in 1967 and, along with its 32.8% owned subsidiary, Kia Motors, together comprise the Hyundai Motor Group, one of the world's largest automakers. They focus on compact cars, crossovers, sedans and SUVs, with a few hybrid or electric models. The slogan for Hyundai says, “New Thinking; New Possibilities”. They strive to create a smarter, stylish, high quality and efficient vehicles through new ways of thinking. In whatever they do, their responsibilities to their customers, society and the environment are paramount. Genesis Motors is the luxury car branch of Hyundai in which the ad “First Date” was specifically created for.

The agency
        “First Date” was created by Innocean Worldwide. Innocean is a global marketing communications company that provides Total Marketing Solutions for their clients. The company was founded in 2005 and is headquartered in Seoul, South Korea. They have grown to 22 offices in 17 countries and over 1,500 employees. The company offers advertising services; digital services, including providing campaigns for online, mobile, social, and other means in the media environment and advanced digital platform operations; and experiential services that comprise planning and producing content to induce significant consumer behaviors. It also provides other marketing services, such as brand diagnosis, problem extraction, and discovery of market opportunities, brand positioning, and communication strategy development; and media services.

It was Innocean USA that specifically created this ad a subsidiary of Innocean Worldwide. Founded in 2009, Innocean USA  is headquartered in Huntington Beach, California with offices in Atlanta, Chicago, Dallas, and New York. Innocean USA currently serves as Hyundai Motor America, lead agency, Kia Motor America’s media and promotion agency among many other brands.

 
The Target

“First Date” was created for North Americans an audience of people who are very familiar with the Hyundai brand and watch the Super Bowl. The target audience for the ad is related to the target market for the car. The new Genesis brand is similar in case to Toyota’s Lexus division or Nissan’s Infiniti. It targets younger, upscale buyers who are savvy, affluent, reasonable, progressive and young. Like young families headed by professionals. The genesis has a market average cost of USD $38,230 USD.