There are no winding mountain roads in this car commercial. No
emergency stop inches before the unexpected edge of a cliff. Instead, a
driver is shown putting Hyundai’s new Tiburon sport coupe through its
paces in a nail-biting dash between buoys lined up on the surface of the
sea. The 30-second commercial, which drew its inspiration from the car’s
name - it means ’shark’ in Spanish - forms part of a four-part campaign
designed to highlight the changes in Hyundai’s product lines in the US.
Targeted at young singles and married couples, the spot shows the car
weaving through the buoys and heading straight for a fishing boat - much
to the dismay of its occupants. At the last moment, however, the car
plunges beneath the vessel and drives off into the distance. ’Driving is
believing,’ the new endline says.
Agency: Bates New York
Writer: Mike Gibbs
Copywriter: Lee Oliver
Art director: John Bernadin
Director: Buddy Cohen
Production company: Big Eye Films.