Bates Ads ‘Believing’ in Hyundai

Bates USA West’s new ads for Hyundai Motor America’s 2000 model year cars continue to emphasize the automaker’s Advantage warranty program, but add freedom-themed rock songs to underscore the liberating aspects of owning a Hyundai.
The campaign, dubbed “MY2000 Freedom,” includes four 30-second TV spots tagged “Driving is believing.” Sonata and Tiburon spots break Nov. 1, while those for the Accent and Elantra roll out in January. Spending was undisclosed.
In the spot for the redesigned Accent, the car is seen crowd surfing at a rave concert to the music of Meat Beat Manifesto, according to a source familiar with the campaign.
Hyundai, Fountain Valley, Calif., unveils the ads this week at Bates’ New York and Irvine, Calif., offices.
The TV spots, directed by rock video veteran Peter Nydrle, will air in prime-time during programs such as Felicity and The West Wing and on cable networks. Print executions will run in national magazines.
These are the first ads to be unveiled since Mike Robertson took the creative reins on Hyundai in April. Robertson, who had been based in New York, was named vice chairman in Irvine last month.