Lost in pronunciation.

Hyundai's New Year's resolution is to make everyone pronounce their name the Korean way, starting with this 30" spot from agency Innocean and director Jereon Mol. Each cast member asks for directions to "high-UUN-digh", but their smartphones lead them to wildly different businesses and landmarks instead.

These include a hair salon (High 'n' Dye), a neckwear shop (Hawaiian Tie), a contemporary statue (Iron Guy), and a food truck (High End Pies). The last straw comes in the form of Highland Eye, an opticians that also sounds like Private Eye's Scottish offshoot.

From now on, Hyundai would love customers to say "HYUN-day" instead. It's not the first time the brand have released an instructional video like this, and it will be interesting to see if buyers and sellers notice a change in 2023.

Product Category: Cars

Territory: UK

Lost in pronunciation.

by Andrew MacGregor

Hyundai's New Year's resolution is to make everyone pronounce their name the Korean way, starting with this 30" spot from agency Innocean and director Jereon Mol. Each cast member asks for directions to "high-UUN-digh", but their smartphones lead them to wildly different businesses and landmarks instead.

These include a hair salon (High 'n' Dye), a neckwear shop (Hawaiian Tie), a contemporary statue (Iron Guy), and a food truck (High End Pies). The last straw comes in the form of Highland Eye, an opticians that also sounds like Private Eye's Scottish offshoot.

From now on, Hyundai would love customers to say "HYUN-day" instead. It's not the first time the brand have released an instructional video like this, and it will be interesting to see if buyers and sellers notice a change in 2023.

Product Category: Cars

Territory: UK