In New Ads, Toyota and Hyundai Pivot Messaging to Helping People

Korean automaker's purchase protection program makes a comeback

As the coronavirus crisis continues to unfold across the United States, automakers Toyota and Hyundai have rolled out new messaging, with the latter reintroducing a version of its buyer protection program popularized during the economic crisis in 2009.

This follows Ford’s recent pivot—pulling more traditional, showroom traffic-driving ads and replacing them with consumer aid-centric messaging.

“Coronavirus has crossed borders, time zones, nationality, gender, age and income,” said Angela Zepeda, CMO, Hyundai Motor America. “With people now working from home, practicing social distancing and trying to cope with the stress of potential harm to their health and the loss of their income, what was most important for a brand to say at this time if anything?”

Like Ford, both ads are simple and show the realities facing consumers and, by extension, each brand.



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