VIDEO: Controversial Hyundai pronunciation TV ad accelerates brand awareness

A controversial Hyundai advertising campaign which gives customers a ‘ticking-off’ over their mispronunciation of the Korean carmaker’s name has accelerated its brand awareness ahead of key rivals.

Research data from YouGov shows that the campaign, through which Hyundai attempts to change consumer’s anglicised pronunciation of 'Hy-un-dai' to the global pronunciation 'Hyun-day' ramped-up brand perception during January.

YouGov said that Hyundai registered the most significant increase in Ad Awareness for January 2023 of all the auto brands it tracks in the UK, making it the Auto Advertiser of the Month.