In today's Super Bowl broadcast Hyundai did something simple, rare and powerful. Their ad entitled "Paint" elegantly focused on the primary meaning of "Sonata", their sedan's name. It names Mozart's sonata and Schubert's sonata, then compares to them with Hyundai's Sonata. No empty fluff here, they point to their rigorous painting process as proof that like the music, their car is "meant to last." Okay, maybe some fluff, but it's nicely done. Cool classical sound track too.
Why don't more car companies - or any companies - make specific use of their cars' names to overtly link to the connotations the names so carefully evoke? It adds to the relevance of the names and makes them more memorable.
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