Hyundai Genesis

The commercial I chose is an advertisement for the new Hyundai Genesis, which made its debut this summer. It was aired during the 2008 Superbowl, when millions of people would be sure to watch.

The Genesis ad is not very dependent on a "hard sell" strategy, but it did point out that the pricing was significantly less than a top-of-the-line luxury vehicle. No actual numbers are mentioned, but the ad does state that while it is "as spacious as a Mercedes S-Class," it is "priced like a C-Class"--which is still a luxury car, but one much less expensive than the former. Words on the screen toward the end of the commercial pointed out that the Genesis has 375 horespower, which was about the only specific included in the ad.

The "soft-sell" strategy is what is most utilized here. The actual visual in the ad is a very nice-looking car on a peaceful drive up a mountain all alone. This appeals to that need for inner peace and satisfaction that all consumers want. Going back to the comparison to the Mercedes models, it is apparent that the Genesis is trying to appeal to a person's desire for a "higher standard of living." With the Mercedes Benz being a very expensive status symbol, the Genesis believes that it is able to formidably compare, making that desire possible for those who can't afford an S-Class Benz but still want the space and luxury.

Hyundai has never been known to qualify as a luxury vehicle. This is why the voiceover states that there must be some "crazy, big twist." Then there is; the name Hyundai pops up on the screen to notify everyone watching that Hyundai has created something new...the Genesis..."Think about it."