• Adweek, Thursday, July 27, 2006 2:45 PM

Automaker Hyundai Motor America is extending a Spanish-language ad campaign it launched in connection with the 2006 FIFA World Cup soccer tournament. A new 30-second TV spot, dubbed "Train," will be unveiled next month as part of the carmaker's evolving "Inspira respeto" campaign. It opens with a passenger train traveling at high speed until it comes to a halt at a street crossing to make way for a Sonata. In the first spot in the effort, called "Arrival," several cars drive through bustling city streets and suddenly shuffle about to make way for various Hyundai models, such as the Accent, Elantra, Tiburon, Sonata, Tucson, Santa Fe, Entourage, and Azera. The "Inspira respeto" campaign includes a third spot, still in the works, that is expected to air in September. The effort also features radio commercials, print ads, and interactive marketing.

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