Filed under: Marketing/Advertising, Videos, Hyundai
Hyundai's "Big Duh" campaign officially one to remember
As we learned at the New York Auto Show, the fanciest or funniest videos don't always take home the trophies. Hyundai's recent "Big Duh" ads won the IAG Research ad award by being the one ad the really stuck in the skull of folks at home from Nov 1, 2007 through Jan 26, 2008 . The "Big Duh" year end sales event spots were recognized as the most effective car ads because it's apparently hard to forget a choir singing the word "Duh" to "O Christmas Tree" while a Hyundai Azera rotates on screen. Hyundai's ads were also effective because the "Big Duh" theme was used over a period of several months, which helped viewers better associate the 30-second spots with the Korean automaker. A few of the "Duh" themes carried out over the past few months are "Pink Panther" and "2001 Space Odyssey", and the obvious point of the commercials is that getting a great deal on a Hyundai is a no-brainer. With improving ads and some hot new products on the way, it seems Hyundai has a lot to celebrate of late. We added a few of the "Big Duh" commercials after the jump so you can see why they're so memorable.
[Source: Auto Dateline]
Reader Comments (Page 1 of 1)
John 9:38AM (4/02/2008)
The "Big Duh" was really a "Big Dumb". Hyundai/Kia needs to bring back the commercials with the rally monkey.
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Shawn 9:46AM (4/02/2008)
This post smells like a product placement ad for Hyundai
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Menice 9:50AM (4/02/2008)
I refer to my opposing cubical mate as
"a big bag of duh" all the time.
thus the commercials did make me smile.
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Egon 10:33AM (4/02/2008)
Yeesh. Terrible ads. Hopefully, the award was given to whomever came to their senses and finally put a bullet in that idiotic campaign.
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Brent 11:27AM (4/02/2008)
U mad?
John R 10:41AM (4/02/2008)
Love it or Loathe it. It worked. Hyundai is doing better than it ever has when in view of the larger scope.
Many in the Autoblog nation may not like the campaign, but our constituency is dwarfed by the public at large.
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MajorGeek 1:53PM (4/02/2008)
Hyundai; if it's the best you can afford. Of course their new cars are looking pretty good, I wonder how the value stacks up to reliability and resale.
John R 2:25PM (4/02/2008)
Actually some people are picking Hyundais over Toyotas and Hondas. Its about value for money not about what you can afford.
Why get a decontented 4-cyl Accord when you can get a lot of neat stuff and a V6 for the same money? The notion is enough for at least a test drive and usually it turns into a sale because the cars look good and they drive well.
I've read a lot of testimonials and a lot of high mileage Sonata and Elantra owners don't have many complaints and are genuinely satisfied. As for the resale value, Hyundai is sucking it up. There's about 15 years of history they have to combat.
XJ 10:48AM (4/02/2008)
I'm a fan of Hyundai but I was never a fan of the "Duh" campaign. Sorry, but I was glad when it stopped. Their previous "Smart" campaign with Fraiser's voice was much better. And the recent "Think About It" campaign with Jeff Bridges looks promising.
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Larry 2:12PM (4/02/2008)
DITTO! I love my Tib, but 'duh" nauseated me..... well, at least it worked for them......
CJ 10:52AM (4/02/2008)
This was one of the worst campaigns ever. The ads were annoying and gererally pretty dumb, Im suprised they actually made people buy the cars (does this say something about their owners/average customers?). Thank god they are over. Hopefully Ford will follow suit and end the awful demonstration spots.
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Shipey 10:56AM (4/02/2008)
As an art director for an ad agency, I can't stand these ads.
They have been memorable, but why would you want your product associated with the word "Duh"? Ever?!
Someone once said "There's no such thing as bad publicity."
They were wrong.
"I'm so stupid! I'm so stupid! I'm so stupid! Duh! Duh! Duh!" --Homer Simpson
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spencer 11:02AM (4/02/2008)
I think they are subtly trying to get consumers to associate Hyundai and Duh together which makes people think "these must be like a HONDA."
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SPG 11:13AM (4/02/2008)
I really found this campaign to be in poor taste.
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Bob-omb 11:29AM (4/02/2008)
Poor taste? Seriously? After the commercial with the Mitsibushi Raider pissing itself? And the Chrysler commercial where the girl finds out her parents like to bang in the car? People need to lighten up. Duh.
icu812ru469 11:51AM (4/02/2008)
Hyundai... they just want the Star Trek crowd with their Genesis.
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Matt Nelson 1:31PM (4/02/2008)
Or for that matter, Bible-thumpers. :)
John 8:23PM (4/02/2008)
I'm a bible thumper, Thumbs up for me!