I’ve seen this Hyundai commercial before, but this was the first time I thought consciously about why I have such mixed emotions/reactions to it.
The narrator says, “Instant gratification has us in a stranglehold, so much so that we don’t want to fix things anymore — just replace them. Don’t like your nose, get a new one. Don’t like your job, get a new one. Don’t like your spouse, get a new one. Whatever happened to commitment, to standing by our decisions?”
Then you see the text “10 years / 100,000 miles powertrain warranty,” and then “Think about it.com”
On one hand, yes, definitely, we could all be reminded of the importance of commitment, of not giving in to instant gratification. Yes, amen. But, on the other hand, who in the audience (all TV viewers) hasn’t failed into this regard to some extent? And, I don’t know. I like the value the message is aiming at: commitment is good. But the tone is a little too holier-than-thou, don’t you think? I just find it a little irritating for some reason.
If I were on the Hyundai board deciding whether to air this commercial, I’d say no, too risky. Might alienate buyers. And might distract from our real message: that people should buy our car because we offer a great warranty. People might start writing blog posts about it rather than going out and buying our cars!