Hyundai Evolves Hispanic Campaign

NEW YORK Hyundai Motor America next month will unveil the second Spanish-language television spot of its “Inspira respeto” campaign, an initiative crafted by del Rivero Messianu DDB, which won the account in February.

“Train,” a 30-second TV commercial for the 2007 Hyundai Sonata, opens with a passenger train traveling at high speed until it comes to a halt at a street crossing to make way for a Sonata preparing to cross in front. The spot was directed by London-based Jorn Haagen of Believe Media.

The campaign debuted nationally a week prior to the beginning of the 2006 FIFA World Cup tournament with a spot titled “Arrival.” Hyundai was one of the World Cup’s 15 official sponsors.

In “Arrival,” several cars are seen driving through bustling city streets and suddenly shuffling about to make way for a series of other Hyundai models, such as the Accent, Elantra, Tiburon, Sonata, Tucson, Santa Fe, Entourage and Azera.

The “Inspira respeto” campaign includes a third spot, still in the works, expected to air in September. The effort also features radio commercials, print ads and interactive marketing.

DRM DDB of Coral Gables, Fla., in February won the Hispanic portion of Hyundai’s creative assignment. Dallas-based Dieste Harmel & Partners had previously handled the $30 million business.