THE BLOG

Hyundai's Daddy-Daughter Spot You Must Watch to Believe

04/16/2015 06:57 pm ET | Updated Jun 16, 2015
scibak via Getty Images

Consumer brands continue to focus more on dads. What a concept. It's about time.

If you follow my posts in this blog, you've read about consumer brands that continue to promote a negative image of fathers as bungling, clueless parents in contrast to brands that understand the important role fathers play in children's lives by portraying fathers as they are--competent, compassionate, knowledgeable parents.

Consumer brands, those bell weathers of today's culture, still have a long way to go in consistently portraying fathers as parents worthy of our admiration for everything they do and sacrifice for their children and families. Fortunately, I continue to see more and more examples of brands that understand fathers are critical to the success of their businesses.

Automakers --Toyota, Honda, and Nissan in particular -- have been especially keen to promote a positive image of fathers. Enter Hyundai. The South Korean automaker just released one of the coolest spots I've ever seen, father-themed or not. (It's interesting that all of these automakers are Asian in origin. It seems American automakers are, once again, behind the curve.) This 4-minute spot -- called "A Message to Space" -- centers on the daughter of an astronaut who works on the International Space Station. The spot opens with the daughter talking about how deeply she misses her father and he misses his family. The daughter and her mother travel to the desert where Hyundai employs a team of drivers that, collectively, uses 11 Genesis models to write a message in the sand (using tire tracks that etch the message) that is large enough for her father to see as the space station passes over the desert. I won't spoil it for you by sharing the message, but it will warm your heart.

The skeptic might say these automakers are just trying to make a buck. After all, aren't men primarily responsible for making purchase decisions when it comes to automobiles? Not so fast. Men certainly influence those decisions, but recent surveys (click here and here for examples) point to the growing influence of women in making those decisions. It seems auto-buying decisions have reached gender parity.

Still, men are a major influence on those decisions. What these automakers understand, however, is that beyond these consumers being men, they're fathers. These automakers understand the growing influence of the fatherhood role on today's man and how powerful that identify has become. By appealing to that identity, they know that men will appreciate a brand that understands how important being a father is to men.

Bravo Hyundai. You've joined the Asian block of automakers that get it.