Reality Creeps Into Car Ads

“If in the next year, you lose your income, we’ll let you return it.” That’s the gist of this Hyundai spot:

As you can see by the beginning of this clip, Goodby Silverstein & Partners produced the spot, as Hyundai’s AOR. But I’m very curious as to who had the idea of “give ‘em a chance to return the car” in the first place. It sounds like a great marketing idea. And while I’m sure there are a whole slew of restrictions on the offer, it does come across as empathic. It’s almost as if some marketers *understand* what consumers are experiencing right now–or could be facing later this year in a topsy-turvy economy.