Hyundai Beats Rivals on Track, Consoles Them With Sympathy Cards

Mock succor in print ads


Hyundai and its agency, Innocean, are so proud of the Genesis Coupe R-Spec, and so unaware of the concept of a sore winner, that they made four "sympathy card" ads directed at the four cars Hyundai outperformed at recent AMCI track tests. The print ads, with the message "Sorry competition, nothing personal," are running in Automobile Magazine, Car and Driver, Road & Track and Autoweek. Digital versions of the ads, running in iPad magazines, include embedded music.

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