Hyundai Mondays campaign begins at Canwest
Automaker Hyundai has begun a promotion called "Hyundai Mondays" in association with Canwest. The campaign will consist of 15- and 30-second commercials during broadcasts of various primetime shows on Monday nights. The creative features Rick Campanelli of ET Canada and Daniel Dae Kim of Hawaii Five-0. The initiative also includes network IDs using the copy, "You're watching Hyundai Mondays." On-air elements will also be integrated into programs on the Food Network, National Geographic Channel and Showcase. The campaign was developed by Canwest, ZenithOptimedia and Innocean Worldwide Canada. The creative was developed in-house by Canwest. "The new television season is a viewing destination," said Sunni Boot, CEO of ZenithOptimedia. "We needed to connect to this ritual in a unique way. The result was that we could dominate Monday by participating within and around the content and context of the best returning and new shows. When we think of media creativity, this personifies it. It is a first in market and allows Hyundai to not only stand out in the category but reinforces the larger media idea."