Hyundai has launched a national campaign encouraging Brits to use the global pronunciation of its name, supporting an ongoing shift in perceptions of the brand.

The advert supports an ongoing shift in perceptions of the brand

While other markets use the ‘Hyun-day’ intonation, the UK has remained wedded to the anglicised ‘Hy-un-dai’ form.

The new multi-channel campaign seeks to change this, marking a “new era” for Hyundai in the UK. Launched on Boxing Day, the advert runs across TV, radio, online and on demand services and shows potential buyers of the brand’s Ioniq 5 electric crossover seeking to find their nearest showroom via a phone voice search. However, by using the previous pronunciation, they are directed to fictional High ‘N’ Dye Hair Salon, Highland Eye opticians and more. Finally, they’re told: “It’s Hyun-day, by the way.”

The advert encourages people to rethink the Hyundai brand, as a leader in technology and design, and includes the words: “if you thought you knew our cars and how to say our name, maybe it’s time to think again.”

Ashley Andrew, Hyundai Motor UK managing director, said: “Hyundai is a young, innovative and progressive brand which has transformed with great speed. We are proudly Korean with real character and purpose. 2023 is the perfect time for us to properly reflect this in the UK, with a wealth of exciting new product to be launched, including the incredible new Ioniq 6.

“With this campaign, we want to inject a little humour and personality to our brand which we hope will encourage more people to learn more about Hyundai.”

To play the advert, click here.