Hyundai's 'First

Date'
commercial
with Kevin Hart
Group 1735

Petre Ionut & Pluti Antonia

Michaela

Academia de Studii Economice Bucuresti

Contents
Hyundai's 'First Date' commercial with Kevin Hart............................................................1
Link of the commercial:.............................................................................................. 1
Analysis of the content, structure and form of the message.....................1
The message sender:................................................................................................... 1
The background:....................................................................................................... 1
The characters:................................................................................................... 1
The message:...................................................................................................... 2
Behavioural approach:...................................................................................... 2
Audience and the marketing target................................................................2
The Brand: Hyundai.................................................................................................. 2
Conclusion:.......................................................................................................... 3
Works cited:........................................................................................................ 4

Hyundai's 'First Date' commercial with Kevin Hart

Link of the commercial:
By accessing the following link, the commercial can be seen:
https://www.youtube.com/watch?v=fGIyEkMuhVY

Dads will go to all sorts of lengths to protect their daughters. And now with the help of
Car Finder on the Hyundai Genesis, we get to see just how far one dad will go.

Analysis of the content, structure and form of the message

The message sender:

The sender of the message is one loving and maybe to caring dad, who for the sake of his
daughter take extreme measure to make sure his daughter is safe.
The source is using an emotional appeal because it empathazies with dads all over the
world but in the same time with all cars owners or persons behind a wheel.
The background:
The background song is Another one bites the dust by Queen. The commercial spot is
using dark colours for the scenary because the first date of the two lovers is happening
during night time.
The characters:
As part of Hyundais heavy Super Bowl campaign, comedian Kevin Hart is up to his
hilarious antics in this funny new commercial.
The 36-year-old Ride Along 2 actor and comedian plays an overprotective dad who
strategically lets his daughters date take his new Genesis car for their first night out.
Leveraging the various technology on the sedan, Kevin is able to closely stalk his
onscreen daughter and keep her date in check as they visit a carnival, movie theatre, and
special romantic spot overlooking the city basically a fathers worst nightmare.
The message:
The message is two sided. In a funny way they try to reach people chord, more
specifically the parenting ones, but on the other side they present the advantage of the car
GPS function and how practically can be to have one. As we seen, you can use it in other
purposes: Kevin is wearing a watch like device, which is a transmitter that is connected
with the GPS of the car. That is how he is able to locate them.

*Due to the legal frame, the companies that activate in certain fields are obliged to use bilateral messages presenting advantage and dissadvantage. E.g medicine. This commercial
present only the advantage of using the product.
Behavioural approach:
The behavioral approach is the psychological one due the presenting the main idea of the
commercial by appealing to human emotions, fear, compassion and love, and aim to
capture the brand's "We make things better" motto while also highlighting new capabilities
and technologies.

Audience and the marketing target.

By its message, presented in such a funny way, the commercial targeted market can be
everyone from everywhere. From all group of ages and gender. The market audience
however, can be everyone who owns a car or who want to purchase a car. Anyone who is
a parent and have these concern about their children. Every girl may empathize with this
dad situation, or every boy who had a similar experience with an overprotective dad or
whose fear is that it will happen someday.
The Brand: Hyundai

In addition to being the official car and sponsors of the NFL, Hyundai purchased two
30-second in-game Super Bowl ads, one 60-second pre-kick Spot and one 60-second pregame ad.
Hyundai Motors brand value continues to climb, reaching a new high as the 39th most
valuable global brand on Interbrands Best Global Brands Report. Over the past decade
Hyundai Motors brand value grew by more than $7bn, rising 36 places up to become the
worlds 7th best automotive brand. According to the report, the company just recorded an
8.5% growth since last year, bringing the value to $11.3bn.
Hyundai hired four world-class directors to help them create their four (yep, you heard us
right!) Super Bowl 50 ads: Peter Berg, Fredrik Bond, Aaron Stoller and Janusz Kaminski.
Together, this hard-hitting team produced commercials (and teasers) for the South
Koreans Elantra and Genesis models. Hyundais CMO Dean Evans stated that the
company teamed up with these directors to create incredibly engaging, memorable ads.
Part of the goal of the ads was to highlight the technology and advanced features in these
newest Hyundai models and to promote the brands motto: We make things better.
Despite a hyper-competitive environment, Hyundai Motor has managed to enhance its
global presence through a remarkable refinement of its products, design, brand spaces
and successful marketing campaigns. Hyundai Motor's continuous commitment to

providing an extraordinary customer experience at every opportunity is helping to

position the global carmaker as a truly differentiated brand in many markets across the
globe.
Interbrand -

Conclusion:
The conclusion is formulated by a final voice message: Car finder on new Hyundai
GenesisBecause a Dads got to do, what a Dads got to do

Works cited:

Emotional Appeal: Definition & Examples. [ONLINE] Available at: http://study.com/

academy/lesson/emotional-appeal-definition-examples-quiz.html . [Accessed 20 April
2016].

Kotler, P., Armstrong, G., 2014. Principles of Marketing. Pearson YouTube.

[ONLINE] Available at: www.youtube.com. [Accessed 20 April 2016].

2016.Kevin Hart Hyunday Sueper Bowl Commercial. [ONLINE] Available at:

http://www.billboard.com/articles/news/super-bowl/6866038/kevin-hart-ryanreynolds-hyundai-super-bowl-ads. [Accessed 20 Aprilie 2016].

2016. Hyundai Brand Group. [ONLINE] Available at:

http://brand.hyundai.com/en/main.do. [Accessed 20 April 2016].