Hyundai Motor America Inc. is channeling Neil Diamond in its latest TV ad for the 2018 Sonata. The 30- and 60-second spots, developed by the Fountain Valley-based automaker’s agency of record, Innocean in Huntington Beach, features a driver stuck in traffic who—instead of venting frustration—belts out “Sweet Caroline.”
“The new Sonata makes every mile a little better,” Hyundai Chief Marketing Officer Dean Evans said in a statement. “We fully recognize that the road of life is hectic enough already. While we can’t control what other drivers do, or change a crazy commute, we’ve done everything possible to make that daily drive more enjoyable, as this new spot demonstrates in a fun, lighthearted way. The new Sonata may not shorten your commute, but it can certainly help make it sweeter.”
The commercial is airing on national and regional TV and on various digital platforms.
Kiwi Time in OC
New Zealand-based kiwifruit exporter Zespri International recently set up its North America headquarters in Newport Beach.
The team introduced itself to the local business community and civic leaders last month via a traditional Maori ceremony by the indigenous people of New Zealand, who blessed the new location.
Zespri is owned by 3,700 kiwi growers around the world who produce about 1.1 billion pounds of fruit annually. It delivers about 40 million pounds to the North American market and hopes to double that output each year, according to Marketing Manager Sarah Deaton. Its market advantage is its proprietary SunGold variety, which is yellow inside and has a smooth skin. Zespri employs about 500, 10 of whom are now in the Newport Beach office.
Kia Stretches Reach
Irvine-based Kia Motors America opened a regional office in Dallas, Texas, its fifth in the U.S. The southwest bureau enables the automaker “to focus further on elevating the customer experience and improving brand perception for all of Kia’s valued dealer partners,” according to Chief Operating Officer Michael Sprague.
Scott Martin, who previously served as regional parts and service manager in the company’s western region, will lead the new office.
Kia also has outposts in Downers Grove, Ill.; East Brunswick, N.J.; and in Atlanta.
Wired Cities
5 Bars Communities, an Irvine-based consultant to cities that specializes in planning and managing wireless infrastructure, picked up two clients—Irvine and Placentia. It’s developing a wireless marketing plan for Irvine’s Great Park to “enhance the ability of residents and visitors to access high speed wireless connectivity throughout the city.” It will perform similar duties for Placentia.
“This agreement will allow us to maximize the revenue generated from city resources, improve connectivity, protect Placentia’s local control and preserve the character of our community,” Mayor Pro Tem Chad Wanke said in a statement.
Bits & Pieces
Huntington Beach-based GALLEGOS United hired Gene Lee, Spencer Colvin and Carol Carlos as management supervisor, account supervisor and account executive, respectively. … Rachel Svoboda, president of the Orange County Chapter of the American Advertising Federation, has left her role as Costa Mesa-based Idea Hall’s vice president of business development, to launch Sunday Brunch. The agency groups freelancers who specialize in branding, advertising and public relations into “custom-tailored teams” for specific projects.
