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DETROIT Hyundai’s new brand campaign launches Monday, but will not mention the brand in hopes of deflecting what it has called a misperception of Hyundai as a cut-rate automaker.
The two-tiered “Think about it” push, via Omnicom’s Goodby, Silverstein & Partners, San Francisco, will begin with two 15-second broadcast spots during ESPN’s Monday Night Football and network shows, and print ads in Time and Newsweek.
The first phase, which will run through the 28th of this month, will feature creative with no Hyundai badge, although the brand is discussed by name in the print copy.
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