Hyundai Leaves Goodby In the Dust

Ad Age has the story:

Hyundai dealers were unhappy with Goodby’s cerebral “Think About It” campaign, the executives said. Also, Hyundai’s president-CEO, Jong Eun Kim, who arrived in January, was losing patience that the agency’s work for the $80 million launch of the new upmarket Genesis sports sedan wasn’t working, one of the executives said.
Hyundai introduced the Genesis to the U.S. market during this year’s Super Bowl even though the car, with a base price of $33,000, wasn’t arriving in showrooms until June.

I can’t say I’m surprised. The car business is tough these days, but when I started seeing ads comparing Hyundai cupholders to Mercedes cupholders, I knew things were mismarketed. Hyundai is gunning for Toyota, period, end of story. It’s not hard to figure out.
To Whoever Gets This Account Next: Hire me. Seriously. I own an ’07 Santa Fe. And bought it after I comparison shopped. I can tell you how to market these cars, and I’ll be happy to help you do it.

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. Sorry Danny G. according to Adweek creative is going to be shifted without review to World Marketing Group Inc.

  2. Thanks for the pointer, Zach.
    World Marketing Group? Well…uh…they can call me if they like. But boy, that’s a generic-sounding bunch.

  3. How about showing the features and benefits of the car in the ads instead of asking the reader to “think about it” and go to the web site.

  4. Yeah, because that works so well for everyone else.

  5. fyi, an online example of the “Think About It’ campaign from our archive:
    Hyundai Think About It 300×175
    Hundreds of archived online auto ads @
    Online auto ad archive