But does it work?

[Watch] TV ad for facelifted Hyundai Tucson… it’s not good!

Every week The Money Show’s Bruce Whitfield asks branding and advertising expert Andy Rice to share with him the week’s advertising “heroes” and/or “zeroes”.

This week, Rice critiqued a new television advertisement for the Hyundai Tucson.

He gave it a “zero”.

Rice struggled to explain the narrative and its link to the vehicle.

It, rather meekly, revolves around the word "facelift"; the term used in the auto industry for a mid-life spruce-up that most cars are given after two or three years to maintain sales momentum until a genuinely new model comes out.

The on-screen protagonists (a drummer and a baker) achieve "small wins" through perseverance, a metaphor for the small wins that are evident on the "facelifted" Tucson.

Hyundai is trying to make a virtue out of small - and mostly cosmetic – changes.

However, said Rice, many people think of facelifts in quite a negative light (“covering up the ageing process”, “mutton dressed as lamb”, etc.)

So, even if you have the perseverance to deconstruct the advertising, said Rice, the answer you get to is none too flattering for the brand.

For more detail; listen to the interview in the audio below (and/or scroll down to watch the ad).

Enjoy The Money Show, but miss it sometimes?

Get the best bits emailed to you daily, right after it ends:

Subscribe to our Business Wrap Newsletter


Recommended

by NEWSROOM AI
Read More
[Watch] Chinese SUV maker Haval has advertising far worse than its cars

[Watch] Chinese SUV maker Haval has advertising far worse than its cars

Advertising expert Andy Rice slams the ever-improving Chinese SUV maker for its cheap and nasty advertising.

[Watch] Fiat offers a ‘full range of vehicle solutions’ in this cliché-ridden ad

[Watch] Fiat offers a ‘full range of vehicle solutions’ in this cliché-ridden ad

Ad expert Andy Rice slams Fiat but loves the Goosebumps-inducing advert by Mini in the USA.

Worst FIFA World Cup ad ever? It’s an easy choice… Hyundai and Maroon 5!

Worst FIFA World Cup ad ever? It’s an easy choice… Hyundai and Maroon 5!

The Money Show’s Bruce Whitfield interviews branding and advertising expert Andy Rice.

‘Mercedes X-class bakkie advert… it’s not good’

‘Mercedes X-class bakkie advert… it’s not good’

The Money Show’s Bruce Whitfield interviews ad expert Andy Rice, who gives the Merc advertisement a “zero”.

New Kia Stinger ad is awesome (just like Korean cars in general)

New Kia Stinger ad is awesome (just like Korean cars in general)

What is the future of driving? Perhaps it’s actually driving! A Kia! Bruce Whitfield interviews advertising expert Andy Rice.

Hyundai Creta has the best ad ever! Mitsubishi ASX? Not so much…

Hyundai Creta has the best ad ever! Mitsubishi ASX? Not so much…

Advertising expert Andy Rice loves the Hyundai Creta ad, but hates the one for the Mitsubishi ASX.

Popular articles
Land Claims Court ruling: 'Jubilation when judgment was handed down'

Land Claims Court ruling: 'Jubilation when judgment was handed down'

Association of Rural Advancement director Laurel Oettle praises ruling by ConCourt to uphold move to appoint a special master.

[WATCH] Ndlovu Youth Choir shine once again with latest AGT performance

[WATCH] Ndlovu Youth Choir shine once again with latest AGT performance

The inspiring South African choirU2's Beautiful Day at America's Got Talent quarter-finals.

Trevor Noah – 4th highest paid comedian on Earth – made R430 million in 2018

Trevor Noah – 4th highest paid comedian on Earth – made R430 million in 2018

Trevor Noah cracked Forbes magazine’s list of highest-paid stand-up comedians in the world.

SA’s richest woman opens up about being a refugee and becoming a billionaire

SA’s richest woman opens up about being a refugee and becoming a billionaire

Magda Wierzycka – Sygnia’s renegade CEO – on her attitude toward money (hopes and fears, successes and failures, etc.).

Former EFF MP: 'I didn't know where the money came from until it was leaked'

Former EFF MP: 'I didn't know where the money came from until it was leaked'

EFF member Tebogo Mokwele and Small Business Development Minister Khumbudzo Ntshavheni respond to leaked CR17 bank statements.

'Aarto Amendment Act takes away right to be tried before an ordinary court'

'Aarto Amendment Act takes away right to be tried before an ordinary court'

Justice Project South Africa chairperson Howard Dembovsky explains what the new bill will mean to motorists.

'I get anxious when people talk to me about money'

'I get anxious when people talk to me about money'

Bruce Whitfield interviews comedian Anne Hirsch about her attitude to money (hopes and fears, successes and failures, etc.).

[WATCH] Father and daughter dance-off changes tune when she starts twerking

[WATCH] Father and daughter dance-off changes tune when she starts twerking

Khabazela shares tweets and Facebook posts that have gone viral.