The Brilliance!


We’re really internet and we’re really back. A website about things Benjamin , Chuck , Virgil , and various friends & guests think are interesting. Little-to-no specific focus, a bit odd, speling errors, and incredibly culturally relevant.


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Would you buy a Hyundai?

I don’t watch much TV…but I’ve seen quite a few of these new commercials for the Hyundai Genesis. May have even seen some on Hulu as well. Car commercials in general are usually pretty boring, even if they are ‘high impact’ they all seem to follow the same model…curvy road, shiny wet roads, maybe even the driving thru perfectly placed fall leaves on the road that spin up as the car speeds past…or the ever-present body color painted licenses plates…right?? And to be honest, these Hyundai commercials aren’t terribly different - but they are being a bit more…almost like David and Goliath where David is kind of overly confident, maybe snobby. So they’re not just copying the big guys…they’re throwing down some pretty hard hitting facts about their car. The zero to sixty times in real time, nice touch. The sound system that is only 2 cars, theirs and a Phantom. Their comparison of braking performance in that it bests a 5 series from BMW. As they say, the space of an S class at the price of a C class. How it corners better than an E55. Etc…the list goes on. And usually, I’m turned off by comparisons…your product should speak loudly on its own. But, they actually don’t mind admitting that, yeah…its a Hyundai, and their previous brand image is that of ‘cheapness’...not even affordable, just simply cheap. They do so at the end of the commercial called ‘Twist’ (see the site). They don’t mention the name Hyundai at all in the commercial until the end…at its presented as the ‘twist’ itself…as in, ‘yeah, this is surprising, we know’. Their whole spin on this entire car is that its probably so affordable, yet so luxurious that its in a class by itself and its simply the best option. And to be honest, I think they did a pretty good job. Other’s in their arena have tried, and it usually comes off forced…not so much with this Genesis. Will I buy one…hmm, honestly probably not. But I’m not a huge fan of cars anyway.