Hyundai Leaves Skidmarks in Richards’ Driveway

Although I bought a new Hyundai Santa Fe a few months ago, advertising had nothing to do with my purchase. And when I finally saw a Richards Group TV spot for it, I wasn’t impressed–and definitely didn’t feel like it was connecting with me as a Hyundai owner.
Seems I wasn’t alone in that assessment:

Hyundai Motor America confirmed today it has split with independent The Richards Group and placed its ad account in review.
The automaker, which spent close to $600 million last year in U.S. measured media, per Nielsen Monitor-Plus, said it would consider a select group of agencies predetermined by COO Steve Wilhite and CMO Joel Ewanick.

Hyundais aren’t the shitboxes they used to be. At least mine isn’t…so far. Someone could take this brand and elevate its image.

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for Dan published the best of his columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.


  1. As someone who’s been chauffeured around ATL in Dan’s car, I can confirm it’s a nice ride.