Hyundai calls it the “Big Voices in Big Places” philosophy; I’m calling it Media Chutzpah, Incorporated. Not long ago, the Korean carmaker was largely ignored by most Americans, with barely a one percent share of the U.S. market. But now, with its sales soaring – demand limited only by production capacity – Hyundai wants to make sure it’s noticed, and that means it is going for the gold.
Quite literally, with a huge advertising presence during last month’s Super Bowl, where it was seen by 111 million viewers; during the Grammy’s, which generated strong viewership in the wake of Whitney Houston’s untimely passing; and now completing the trifecta as the exclusive carvertiser during that perennial favorite, the Oscars.
There’s an advertising audacity in capturing multi-multi-millions of eyeballs with such wide audience demographics in appointment television viewing. But unlike the Super Bowl the commercials take second place to the red carpet arrivals, the glitterati, super stars, presenters and Billy Crystal, the popular emcee making his return after a long absence.