Give Up Nothing: Buy a Hyundai.

Posted by: David Kiley on March 23, 2006

azera.jpg

The ad caught my eye. A gleaming Hyundai Azera, the Korean carmaker’s new sedan that it hopes competes with vehicles like the Toyota Avalon, Nissan Maxima and Chrysler 300C. Normally, most print ads don’t get my attention. But I had a sense of deja vu.

It was back around 1992 or 93 when Mercedes-Benz launched its first ad campaign out of Scali, McCabe, Sloves after years of advertising “Engineered Like No Other Car In The World.” The taglinie was, “Sacrifice Nothing.” The line was short-lived because President Bill Clinton had been talking about “sacrifice” in a positive, morale-building way. The line seemed out of touch.

So, here we are, four years into a war that divides the country, almost five years after 9-11 and with a new debt ceiling that is 9 trillion dollars. Yet no one is suggesting that Hyundai’s line, “Give Up Nothing” is even a little bit out of touch. It seems, sadly, to be in perfect keeping with the mood of the country.

Reader Comments

Al Owski

March 25, 2006 9:48 AM

Americans have fought the war on terror the same way we live the rest of our lives, on credit. Why compromise if you if you can have bliss today and can put off financial pain until tomorrow? Trillion dollar trade, consumer, and goverment deficits might be sustainable a short while longer, but only as foreign investors continue to pour liquidity into the voracious black hole of U.S. borrowing. It may be calm today, but a "perfect storm" is coming. What happens to U.S. capital markets when all those "boomers" start taking distributions? When the tax laws sunset? America's strength is its optimism. That is also its weakness because it causes us to ignore unpleasant realities.

mike

March 26, 2006 5:03 PM

wow - you're way-off... lol. i really don't think hyundai is refering to anything other than automotive features/options in their "give up nothing" line. you're a moron david! open your eyes, smell the coffee, buddy...

KIley

March 27, 2006 11:49 AM

Doy.....I know what the ad referred to. My point was that the Mercedes campaign slogan referred to basically the same thing.

There is an art and craft to slogan and headline writing, and one of the considerations one takes into account is how the headline looks on the page even if the reader doesn't read the whole ad.

Adel

August 24, 2009 6:14 PM

Please show the Hyundai Azera. By the way, I'm from Iran.

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News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.

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