Hyundai Motor America will launch a new national brand campaign on October 17. A complementary campaign will break simultaneously to support the four regional Hyundai dealer associations.

Created by the Richards Group, the ‘Win’ campaign targets smart, down-to- earth consumers and presents Hyundai as the right brand for people who always seem to have the right perspective — those who are ‘winners’ at life.

The advertising is the first created for Hyundai Motor America by the Richards Group which took over the Hyundai account last spring.

The campaign’s tagline replaces ‘Driving Is Believing’ which had been used for four years. The ‘Win’ tagline was developed after extensive consumer research and is the centrepiece for the branding campaign.

The campaign kicks off with a 60-second ‘Anthem’ TV spot, which features a montage of winning moments in the lives of Hyundai owners.

Hyundai’s new national brand advertising campaign will begin with television spots airing on national network, cable and syndicated programming. Print ads will appear in national publications. Breaking at the same time will be local market TV, radio and print, as well as a full range of dealer materials.