Hyundai Auto Canada of Markham, ON has begun a new television advertising campaign using the company's new global brand statement, "New Thinking, New Possibilities." The initiative includes five 30-second commercials depicting Hyundai vehicles as exceeding customer expectations and possessing the latest technology at accessible prices. Each ad focuses on specific vehicle attributes that distinguish them in the marketplace and the ways in which they provide a benefit to consumers. The campaign promotes the Genesis sedan, the Sonata Hybrid, the Elantra sedan, the Tucson crossover vehicle and the Veloster coupe. Three commercials broke yesterday, while the remaining two will be released next month. The campaign will run for approximately six months during primetime programming on national networks. The campaign also includes a sponsorship of CBC's Hockey Night in Canada broadcasts, a website and social marketing activities. The creative was developed by Innocean Worldwide Canada, while media buying was handled by ZenithOptimedia. "For a long time we focused our marketing efforts on rational, tactical executions to reach an audience primarily concerned about the health of the economy and their personal financial well-being," said Steve Kelleher, president and CEO of Hyundai Canada. "But, as these commercials show, there's a lot more to the Hyundai story. Our vehicles are well-engineered and incorporate the latest technology to deliver an engaging, fuel-efficient and rewarding driving experience. Our new commercials will likely surprise a few Canadians into re-evaluating the Hyundai they thought they knew."