The marketing campaign for the first Hyundai’s hybrid car Hyundai Sonata launched at the Sun Bowl on December 31, 2010. Though the model has not been officially launched at the market, it has already made it to the list of the top cars of 2011.

The ad campaign started with the first TV videoad dubbed ‘Anachronistic City’ produced by Innocean Worldwide. This short movie  makes the viewer think of an opportunity of what could happen should the world have used the technology in its first generation without improving it. The video sees moden-day people in contemporary surroundings using the outdated devices (like typewriters instead of laptops, zeppelin in the sky instead of a plane, and the old record player instead of a digital walkman). The video is aimed at explaining the belated delivery of the hybrid car by Hyundai: the manufacturer was waiting for the technology to mature and improve.

John Krafcik, President and CEO of Hyundai Motor America’s, said: «The spot makes a point about how all technology evolves. Hybrid Sonata capitalizes on the learnings of hybrid models that have come before it, and advances the technology so that it’s practical and affordable for a broader consumer audience – not just early adopters.»