Hyundai recently debuted a new TV ad called “Gas Card.” It goes like this: a dad gives his daughter a gas station gift card; she never uses it because she drives a plug-in hybrid Tucson from Hyundai; she gives the card back to him on his birthday. The style, as with the other spots in Hyundai’s campaign for its new electrified SUVs, will be familiar to any regular viewer of American television: A bit of light humour unfolds in some sunny place where yards are well-manicured, traffic is light, and neighbours are friendly. “We want it to feel like it’s part of our brand,” says Angela Zepeda, chief marketing officer for Hyundai Motor America. “We’re trying to grab a little bit of their heart or their funny bone.” The Hyundai campaign was part of a watershed year for electric vehicle advertising. Many of the major automakers, for the first time, began giving plug-ins the kind of push typically reserved for their best-selling combustion engine models. READ MORE: VW and Stellantis share chip optimism with US peers Not ready for an EV? There are low emission alternatives Hyundai’s $1.2 billion recall shows EV glory is no one-way road New logo for… Read full this story
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