‘High End Pie?’ or ‘Hawaiian Tie?’ – Hyundai Addresses its Pronunciation in Funny New Campaign

“To usher in a new era we are changing the pronunciation of the brand in the UK, bringing it in line with the global organisation and our Korean heritage.”

Client

Hyundai

Agency

Innocean Worldwide UK

FAMILIA

Hyundai has launched a funny new campaign spot in the UK offering help with the mispronunciation of its name. We were a bit surprised there were still variations on the name of the highly-popular global automotive brand, but there are and the marketing team is on it.

As Hyundai notes: “To usher in a new era we are changing the pronunciation of the brand in the UK, bringing it in line with the global organisation and our Korean heritage.”

And the company has a good bit of fun with it in a 30-second film via creative agency Innocean Worldwide UK and director Jeroen Mol.


 

From “High n’ Dye” to “Hawaiian Pie” to “Highland Eye” the brand campaign – which is pitching Hyundai’s “new dawn” and its electric car offerings – wraps up with a helping hand on the correct pronunciation for those of you out there still fumbling with it while trying to find the nearest showroom with voice search. It’s “hyun-day“.

The production is impressive with the fictitious businesses they created – along with a little tongue-in-cheek description. According to their website: “We created High ‘n’ Dye, a popular hair salon famous for bouffants, beehives and beautiful hair colour. But sadly, they do not design award-winning electric cars.”



 


“Hyundai is a young, innovative and progressive brand which has transformed with great speed,” said Ashley Andrew, Hyundai Motor UK Managing Director.

“We are proudly Korean with real character and purpose. With this campaign, we want to inject a little humor and personality to our brand which we hope will encourage more people to learn more about Hyundai.”


Credits

Client: Hyundai
Agency: Innocean Worldwide UK

Production Company: FAMILIA
Director: Jeroen Mol
Producer: Kwok Yau
Executive Producer: Ciaran Bennett

 

 

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