Hyundai, General Motors, Toyota Launch COVID-19 Creative

Hyundai Motor America, Toyota and General Motors have joined Ford Motor Co. in altering creative in response to the COVID-19 pandemic.

Hyundai Motor America announced it was reinstating its Hyundai Assurance plan earlier this week. The automaker has altered creative to detail the program. A new 30-second spot from Innocean broke today and is running in place of all other TV ads until further notice.

The voiceover states: “Nothing is more important than family, especially in uncertain times. In response to the recent world world events, we’re taking steps to protect our family with Hyundai Assurance. When you buy or lease a new Hyundai between now and April 30, we’ll cut your payments for up to six months in the event you lose your job this year as a result of COVID-19.”

Originally conceived in January 2009 as a result of the financial crisis, the Hyundai Assurance Job Loss Protection program was the first of its kind for an automaker in the U.S., says Hyundai CMO Angela Zepeda.



“Coronavirus has crossed borders, time zones, nationality, gender, age and income,” Zepeda says. “With people now working from home, practicing social distancing and trying to cope with the stress of potential harm to their health and the loss of their income, what was most important for a brand to say at this time, if anything?”

The automaker "pivoted and turned off [its] spring sales event campaign and [is] airing new Hyundai Assurance spots in national and local broadcast, as well as digital and social channels,” Zepeda says. “However, with the cancellation of sports and other key events, we have lowered our media investment in the short-term and plan to reinvest those dollars when we are through the crisis.”

General Motors and Toyota also have pivoted.

Toyota launched a new spot from Saatchi.

"Toyota offers its condolences to all those who have lost loved ones, as well as our sympathy to any who have been affected by the COVID-19 (Coronavirus) pandemic," the automaker says in a statement. "We would also like to express our sincere respect to the healthcare professionals and government officials who are on the front lines day and night. In this spirit, Toyota is adjusting current sales event-focused advertising to reflect a more timely market message."

A 30-second spot for Cadillac from Leo Burnett details the procedures the automaker has put into place. It ends with the tagline: “At Cadillac, we have your back.”

The voiceover states: “Cadillac knows that we're living in uncertain times but also that we will get through by working together. That's why it is offering flexible payment arrangements. It is also extending OnStar Crisis Assist Services and in-vehicle WiFi data to all Cadillac owners for a limited time. For those in need of a new Cadillac, it is offering the ability to shop online and have your new vehicle shipped directly to your home.”

Another 30-second spot was created by M-1 Engage for Buick and GMC and has the tagline “Here to help.” 

The voiceover states: “A lot has changed overnight, but Buick and GMC’s commitment to you remains the same. We understand you want to feel safe. So we are offering current owners complimentary crisis assist services. Should you need a vehicle, we’re offering 9% financing for up to 84 months with deferred payment options for up to 120 days. Plus you may have the option to shop online and take delivery at home. Visit our websites for the help you need.”

Chevrolet has a similar 30-second spot from Commonwealth//McCann. 

American Honda said it is "has been making changes to the creative that is running" and that it "should be in full effect this weekend."

"We continue to assess appropriate adjustments to our marketing programs based on many factors, always starting with being respectful of what people are experiencing in their lives," American Honda said in a statement. "We remain focused on meeting the needs of our customers and supporting our dealers as they address extraordinary circumstances in their lives and businesses. Naturally, the sudden cancellation of live sports, music, travel, and other events with which we associate prevents people from life experiences they normally enjoy. Until those things are available again, we’ll look for appropriate ways to communicate and connect with people."

Ford Motor Co. was the first to launch a COVID-19 focused spot from Wieden+Kennedy on Monday. The spots details financial relief that current Ford Credit customers are eligible for if they have been affected by the pandemic.

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