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Strange, unfunny Hyundai N Performance commercials badly miss the mark

Take a minute and watch the video above. After, you might have questions. I will try to help you with these. But first, here are some questions for you: No matter whether you thought the ad was good or not, does it get you excited about the N Performance subbrand? Do you want to find out more about it? I suspect the answer is "no" for most of you reading. Unfortunately, reading what Hyundai and the ad agency said about these ads isn't going to help much. Intended to skewer traditional luxury advertising tropes, the agency says, these ads are a "tongue-(stuck firmly)-in-cheek poke at automotive and luxury brands taking themselves too seriously." R/GA is the ad agency behind these ads, and its chief creative officer, James Temple, told AdAge, "We want people to rethink their views of Hyundai as a practical, compromise choice, to a brand which shows people through the power of 'N' that they make cars that are fun to drive and which aren't like anything else out there." OK. So, poke fun at luxury and automotive advertising that takes itself too seriously. And to be fair, this sort of thing has been done before to great success and general acclaim. Remember Volkswagen's "Unpimp The Auto" campaign? It cleverly took aim at a then-trendy aspect of the tuner culture and literally crushed it with a new GTI. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. The message was clear: Your over-tuned Ford Focus is both gaudy and inferior. Step up to a GTI, which by the logic of the ad, you don't need to throw tuner parts at to have fun. It built excitement for the hot hatch while earning some automotive credibility by throwing shade at MTV's over-the-top " Pimp My Ride," at that point rapidly losing its halo of tuner coolness. "Pimp My Ride" was a big, easy target to mock. And the relationship to automotive performance (or lack thereof (most were plays on the "Yo dawg I heard you like ..." theme, anyways) made the analogy work. Where the Hyundai ads step off is the target for ridicule. R/GA claims it's roasting automotive brands, and they can say that all they want — I don't see it. I see a childlike understanding of how to dismantle the tropes of a classic Calvin Klein ad — monotone, lots of black, shirtless models, personal beauty products — over which the lightest veneer of automotive reference is applied. So the perfume smells like burning tires. That's still a humorous ad about perfume.

Teacher gets free car for his role stopping Indiana school shooting

Jason Seaman, the seventh-grade science teacher who was shot three times but was credited for helping avert a worse tragedy in a school shooting last month in Indiana is the recipient of a new 2018 Hyundai Elantra, courtesy of a local dealership. The Ed Napoleon Automotive Group is also donating money to the 13-year-old girl who was shot seven times in the May 25 shooting, saying it plans to donate $25 for every car sold between Memorial Day and Father's Day at its four Indianapolis-area dealerships to Ella Whistler's medical expenses and therapy. "As I read more and more about Jason, I heard him say he didn't think what he did was that heroic because it was the only acceptable action to take," Brian Napoleon, director of Midwest operations at the dealer group, told TV station Fox 59. "In my mind that way of thinking is what makes him a hero to me." The shooting took place on May 25 at a middle school in Noblesville, Ind., when a student asked for permission to leave the classroom and then returned armed with two handguns and opened fire. Students in the classroom said Seaman, a 29-year-old seventh-grade science teacher, tackled the boy to the ground and yelled for students to call 911. Whistler remains hospitalized in stable condition and reportedly faces a long recovery. Seaman underwent surgery after being shot through the abdomen, in the hip and forearm but was released the next day. Seaman was in court earlier this week to attend the hearing for the accused shooter, one of his students, whose name is not being released because he is not being charged as an adult. The boy, who is 13, faces 11 charges. "People just want to say thank you and be nice," Seaman told the Indianapolis Star. "I don't like the attention. It's not that I'm not receptive to it. I'd rather be the guy who just moves around and nobody notices. But it's just people being nice, so I think I can be OK with that." He said he's visited Whistler in the hospital every week since the shooting. Several other organizations are organizing fundraisers to assist in her recovery. Related Video: Image Credit: Fox59 Auto News Hyundai Sedan shooting

Hyundai opens up European Test Centre at N"urburgring

Anyone who's anyone among automakers tests at the Nürburgring, and the latest to join them is Hyundai. After fifteen months of construction and a €6.6-million investment - just shy of $9M USD - the Korean automaker has finally completed its new trackside testing center that was initially announced back in January.
Hyundai's new European Test Centre encompasses nearly 40,000 square feet of floor space on four levels in a glass and steel building that houses workshops, offices and hospitality areas. Acting as an extension of the company's European R&D center in Rüsselsheim, Germany, the new Nürburgring test center will allow Hyundai to conduct more regular and rigorous testing around the 73 corners and 13 miles of tarmac that make up the famous racetrack - definitely a good thing for a powerhouse brand that still sometimes fumbles when it comes to the dark arts of suspension and steering tuning.