In 2016 Hyundai created a commercial for the 2016 Super Bowl starring Kevin Hart. The commercial focuses on their new Genesis model and how it has a Car Finder app built into the car. The app connects to your phone, Apple watch, and other smart devices.
Instead of stating this feature they decided to introduce this new feature through a comedic storyline. The storyline they created focused on dads who have teenage daughters entering the dating the world. Kevin Hart, the father, follows his car using Car Finder and basically scares off the guy who took his daughter out on the date. Throughout the storyline they added exaggerated scenes of Kevin Hart hiding in the stuffed animals and riding in a helicopter with missiles on it. Basically, what you can gather is that Kevin Hart is not playing around when his daughter goes on a date.
The reason why this advertising strategy works is because of two reasons: Pathos and structure. Pathos is used a lot in this commercial to help viewers gain a better connection with the commercial. The commercial uses humor to bring in the audience through the silly antics Kevin Hart goes through to look over his daughter. However, throughout the story you also can gain a since of nostalgia, love, or warm feeling from seeing how much a father cares for his daughter.
The other reason everything worked so well was because they used a narrative structure instead of one that simply list the benefits of the car. The structure allows viewers the chance to connect through the use of pathos. It also sets itself apart from other car commercials because they didn’t mention what the car was and don’t until the end of the commercial. They got the audience involved before introducing them to the product they were selling. In the end, Hyundai really is a dad’s best friend.