Hyundai aired one of their promotional materials for their 2011 Hyundai Elantra in Super Bowl XLV. The ad which was lasted for 32 seconds has solicited different reactions from the audience of America’s most popular football event. Most of the audience were struck by the message of the ad while others were not able to grasp the idea projected by the commercial.
The reason behind the criticisms thrown against the commercial which was dubbed as “Deprogramming” is its use of images that tends to rotate and resembles like a kaleidoscope. The presentation somehow failed to capture the attention of most of the audience due to its poor color combination. The ad was basically not attractive to the viewers causing its message to be overshadowed by the annoying images that are in constant rotation.
Due to this, most critics pointed out that Hyundai’s ad was more on the talking aspect. The commercial’s message failed to draw a point towards the audience that are mostly composed of potential car buyers. Compared to other commercials aired by other competitors, Hyundai’s “Deprogramming” ad emerged as an underdog. This convinced critics and other advertising experts that the 2011 Hyundai Elantra ad was not a product of careful planning while others concluded that its images are very inappropriate.
The commercial’s message that was delivered by using a voice-over strategy on the other hand was considered to be that convincing. The theme of the message explains the qualities that should not be placed on a compact car such as the Elantra. What makes the ad’s voice-over message powerful was its emphasis on fuel-efficiency. According to the ad, the 2011 Hyundai Elantra has an estimated fuel economy of about 40 miles per gallon which would be considered as one of the most efficient vehicle in the market.
The ad ended-up with a short glimpse of the flashy Elantra. Given these sentiments, Hyundai has somehow missed the chance to attract potential customers due to its ad’s poor concept. The commercial might have attracted more potential buyers if Hyundai used other concept.