Hyundai recently announced a new Assurance program where people who lose their job can return their car. They used their Super Bowl slot to repeat the message. Jonah gives them kudos. As do I.
Just to be clear, the fact they used the Super Bowl is less significant than a really smart (opportunistic?) move to stand for something real/valuable, especially during these challenging times.
Perhaps I'm wrong, but I think this is the single most significant and potentially differentiating move this commoditized brand has done in its entire marketing lifespan operating in the US.
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