The Musings Of An Opinionated Sod [Help Me Grow!]


The Car That Stops Nuclear Wars.
April 19, 2012, 6:15 am
Filed under: Comment

Remember a while ago I wrote about event sponsorship?

Or should I say, mad event sponsorship?

As I said then, when done right and done for the right reasons, sponsorship can be a really powerful and valuable tool for brands – whether it’s for driving audience resonance, improving internal/partner company morale or simply exploiting a distribution opportunity.

That said, I can’t help but feel too many companies do it badly and for the wrong reasons and the latest version of that is this:

OK, so Hyundai are one of South Korea’s most important companies and yes, I am sure a lot of people from a lot of different countries will be attending, BUT WHAT THE FUCK ARE THEY DOING SPONSORING THE NUCLEAR SECURITY SUMMIT???

Let’s say that again, Hyundai are sponsoring the NUCLEAR SECURITY SUMMIT!

Look, I know Hyundai make a bunch more stuff than just cars, but short of making nuclear security equipment, I can’t see the point or benefit of sponsoring this event – especially for their car business.

Fine … they’ll get to drive a bunch of dignitaries from hotel to conference and yes, it lets them show an international audience they don’t just make cheap metal [even though the powers-that-be already think they make Merc equivilents], but seriously, this is totally and utterly fucking mental.

Having read the copy, it appears some sales genius flogged this sponsorship to Hyundai under the guise of it helping ‘drive brand perception’ and ‘national pride’ – but seriously, is it going to do that???

Hell, is anyone in South Korea even going to know this event is going on?

Or care?

Then again, given the nuclear aspirations of South Korea’s crackpot next-door-neighbours, maybe they will.

I suppose that even though the chances of a visiting dignitary going back home and trading in their Merc or BMW for a Hyundai is approximately nil, making sure their car brand drives the important ‘heads of state’ around town makes a bit of sense [note: a bit] … but sponsoring the whole event?

THE NUCLEAR SECURITY SUMMIT EVENT?

Give me a break.

I would love to know how much this cost and what they claim they’ll get out of it because to me, the only real ‘return on investment’ they’ll achieve is keeping the CEO’s ego in its deluded state for a little bit longer.


45 Comments so far
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Those premium economy ads get everywhere.

Comment by John

Nice.

Comment by DH

hyundai airlines would make fucking united look like fucking emirates. and after 5 flights the metal would start to bend, the air con would fail and youd look an even bigger cock in it than if you were spotted traveling in the back of a fucking sheep.

Comment by andy@cynic

Sponsoring such an event is one thing, spending a fortune on international advertising is pure CEO ego madness.

Comment by Pete

Perhaps they want to justify it on the basis of a shared love of tailored solutions.

Comment by John

So you saw the post that wasn’t supposed to be up too? Bugger. I had an ‘Andy IT moment’ … on the brightside, you’ll know to ignore it in advance, so it’s not all bad.

For you.

Comment by Rob

No foreign government bloke is going to buy that car, the back seat has that big thing in the middle. How do you shag some high class hooker when you’ve got that in the way? Rubbish design and no fucking insight about their audience.

Comment by Billy Whizz

Just seen their tag line. Should read “new thinking, less possibilities of having a good shag in the backseat.”

Comment by Billy Whizz

They should target the wives of the delegates and say “the car that physically stops your man from playing away from home”. Makes more sense than the nuclear summit sponsorship rubbish.

Comment by DH

Hyundai. The best form of contraception since planners personality.

Comment by Billy Whizz

that reveals a fucking uncomfortable amount of information about your sexual position preferences. it also explains why your girlfriend is called “billys right hand.” (or left, if you want to pretend some other poor fucker is doing it to you)

Comment by andy@cynic

Like. (the comment, not the thought of Billy whacking off)

Comment by DH

youre not fooling anyone. remind me to never fucking ever shake your hand again.

Comment by andy@cynic

Sometimes I almost feel sorry for Billy.

Comment by Rob

I said ‘sometimes’ and ‘almost’.

Comment by Rob

No wonder hyundai hated your ‘robin hood of cars idea’ rob, but if you’d said the ‘donald rumsfeld of cars’ you’d still be working with them.

Comment by DH

Obama has airforce 1.
South Korean leaders have a shitty, fake luxury, peddle car.
The moral of the story is build nuclear bombs and you get better transport.

Comment by Billy Whizz

what the fuck does this comment even fucking mean billy? time for an intervention.

Comment by andy@cynic

Is there a bad sponsorship tumblr? Maybe it’s time to start one.

Comment by Bazza

why dont you make that your first recommendation to that zuckerberg twat when you take your apple share millions and fuck off across the road to your new home for earning share millions and all for basically doing marginally more than campbell.

bitter and fucking jealous? me? of fucking course i am, im worth 100 of you and campbell yet youve got the lifestyle and ive got a fucking overpriced shed in vancouver, an over mortgaged apartment in nyc, 2 money grubbing ex wives and a daughter who is so fucking advanced that harvard will be her bloody kindergarten.

Comment by andy@cynic

Thanks. I will.

Comment by Bazza

wanker. youd better raid the apple store cupboard before you go and give me presents because once youre at that facebook shit, youre dead to me.

Comment by andy@cynic

hyundai are the lg of cars.

if they made nuclear weapons they wouldnt need that conference because the fucking things would stop working after a year and their value would be so shit no one would bother fixing them.

look at me, solving world fucking peace on campbells blog. where the fucking fuck is my nobel?

Comment by andy@cynic

You are an inspiration. Don’t know for what, but I’m sure there’s something.

Comment by Rob

I had a Hyundai and it was OK. But then I had 3 daughters under 7 and a wife who insisted we spent our money on their future not our present. Though there was always an exception when it came to her purchasing handbags I noticed.

Comment by George

stop trying to sound like florence fucking nightingale. you had that shit heap for 2 years and you hated every fucking second of it because you never stopped complaining about it. and if you were really the humble family, you wouldnt now be driving the streets in your pimped out fucking escalade and using your untold millions of google bastard stock to buy his and fucking hers audi something or fucking others. prick.

Comment by andy@cynic

ok i lied about the audi shit, just pissed every other fucker has profited from my genius except me. and billy. thank fuck for billy.

but i still have my brains and looks so fuck you all.

Comment by andy@cynic

Mischief maker.

Comment by George

Sorry George. but Andy handed you your ass there. And he did it in style.

Comment by Rob

Sleep depravation is a bitch isn’t it Andy.

Comment by DH

better fucking believe it.

kids. sleep, eat, shit & scream. never in the right fucking order or at the right fucking time. like a creative department just with more gurgling and sense.

Comment by andy@cynic

perhaps the mayan’s were right…if hyundai is “driving the world’s security” the world is definitely doomed in 2012…
this is hilarious…especially because i see the delhi roads filled with small hyundai cars and pot-bellied uglies inside them…

Comment by swotti

Now that’s an interesting target audience definition if I’ve ever heard one.

Comment by Rob

I don’t what I find most disturbing this sponsorship or the fact that rob has just riled people with access to neutron bombs uranium and other rather nasty stuff
I bet tbwa did this you can just see this coming out of a media arts workshop
On another note I’m suffering doing pointless rubbish for euro 2012 because some unaccountable bright spark spent millions because it gets them reach and no one else in the category does it without making the obvious conclusion that even toilet fucking roll brands ride the football band wagon and there’s chance of adding value or standing ad there is of rob being hired to replace Jonathan Ross
As you might be able to tell I’m in bad mood but there’s a good reason
I’m going to Swindon which is bad enough
But I set off at 6am after a night of no sleep thanks to the agony in my ankle from falling in a muddy puddle running home in the rain drunk
Don’t laught bastards it’s not funny

Comment by Northern

A muddy puddle? Did you really write that? You’ve just ruined years of ‘Northerners are hard bastard’ cliche.

Well done.

Comment by Rob

Nice try Jay Leno but nothing you can say could make me feel worse with the hangover in my brain and the molten agony in my ankle even threatening a coffee that Byron twat would be met with nothing more than a slight grimace, not even a tea latte would do it

Comment by Northern

You’re clearly still drunk. Bravo.

Comment by John

You resemble Andy much more than I ever realised.

Take that as you will.

Comment by Rob

fuck you campbell. only einstein and brad fucking pitt resembles me and ones dead and the others looking well fucking dodgy these days.

but i do like groper when hes a miserable fuck, makes me much happier.

Comment by andy@cynic

I saw an Infiniti launch ad yesterday which said ‘Rewrites the rules of performance motoring’ and proceeded to churn out features in a way that totally follows those rules…

Irritable.

Comment by Rob Mortimer (Not a fake Andy)

irritable? fucking irritable? wimp. you should want to find the agency that did it and the marketing director wanker than mandated it an kidnap their kids till they swear theyre never so fucking sad and predictable afuckingain.

Comment by andy@cynic

and too fucking right youre not me. best bit of fucking planning youve done.

Comment by andy@cynic

It was tbwa go figure

Comment by Northern

youre fucking shitting me?

disruption has become fucking disturbing.

Comment by andy@cynic

I figure it’s easier to destroy that kind of advertising by making better (not hard to be fair), and laughing as it fails.

I’ll leave verbal abuse and destruction in your far more capable hands🙂

Comment by Rob Mortimer (Not a fake Andy)




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