Tell it like it is

Even though the 2011 Hyundai Sonata has the styling, features and performance that many have said catapult it to the lead of the mid-size sedan segment, its communications, however, not so much.

The new Hyundai "Uncensored" campaign is just the latest in a long line of "real people" campaigns that seem to be growing exponentially in this, the digital generation. It's not just Youtube and the ability to have worldwide video distribution at the click of a mouse that's spurring this growth. 

If you wanted to shoot two people in a car years ago with broadcast quality images, you needed a rig that changed the car completely. Now digital cameras that can be discretely mounted anywhere provide excellent image quality. 

It's a technique we used a couple of years ago for Mercury Marine to get Yamaha outboard owners' reactions to the Verado engine. 

There's something wonderfully convincing about a consumer's genuine surprise that can't be duplicated in a scripted spot, so it's a great strategy for Hyundai. It's just not a new one.