Posted by Andrew VanderPloeg
It's more than safe to say that people are leery of the worlds of marketing and advertising.
So for every campaign a company or organization runs, the one thing that has to be considered is that the audience has been trained to rip that pitch to shreds looking for truth and honestly in the advertising. In fact, it's gotten to the point that many audiences so distrust advertising in general, that no ad has a chance with them.
Enter the video above.
While this is a pretty basic foray into brand building in the online world and the video feels a bit contrived/staged, I think this act of generosity on the part of Hyundai still works. I say that because the actual event of the guy getting his car run over was a fairly well publicized event so we know that's true, and it's clear that regardless of the fact that the video feels very contrived and the act of giving the car away itself is set up to be a brand builder, at the end of the day, the guy that had his car run over ends up with a brand new car and that is (as one of my friends would say), pretty fantastic.
Fantastic enough to call this a win for Hyundai.
On a related note, this is a cool example of the kind of thing I was talking about in my post yesterday. The quality of this video isn't great and even the fonts used to outline what happened in the original parking job gone awry are really amateurish. But the quality of what's happening from a customer care perspective outshines all that and makes it, well...something beautiful. Could the video have been a bit more polished and well thought-out? Yes. But too much polish in this instance would have actually damaged the "real world" feel of it.