Bleak Hyundai commercial (and others like it) advertises death of hope and little else…

Gods of Advertising

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God forgive me…for this commercial.

What’s more unsettling? That a car commercial for Hyundai makes a commercial extolling clean emissions by depicting a botched suicide or that it is only the latest car company to be attached to such grim fare? By now you’ve seen the spot. Likely only once. For who would want to watch it again?

More than advertising technology, it seems this morbid story is telling us something about ourselves. Something sad. Trying for adult wit -I suppose- what I take away from watching these films is no less than the death of hope. The undertow of despair is unavoidable. Regret permeates. In particular, in the Hyundai commercial, where a man, having survived an attempted suicide, forlornly walks back into his tidy suburban home, shoulders slumped, wearily accepting another day of existence. Maybe he is in a loveless marriage. Perhaps he has lost his job. Was he…

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