Hyundai, the Tuna with a Heart

In yet another example of Madison Avenue’s shift in focus, you can’t tell me the ad agency behind the Hyundai Assurance Program spot, Goodby, Silverstein & Partners, isn’t setting its sights squarely on our post-Baby Boomer generation.

While I don’t know the details behind Hyundai’s new Assurance Program, I have to say the ad campaign smacks of the Schooner Tuna ad delivered by Graham Jarvis’ Howard Humphrey in the John Hughes-written Mr. Mom over 25 years ago.

For comparison, here is the text of that fictional TV spot (emphasis mine):

My fellow Americans. I am Howard Humphrey, President of Schooner Tuna. All of us here at Schooner Tuna sympathize will all of you hit so hard by these trying economic times. In order to help you we are reducing the price of Schooner Tuna by 50 cents a can. When this crisis is over, we will go back to our regular prices. Until then, remember, we’re all in this together. Schooner Tuna. The tuna with a heart.

And here is the second Assurance Program spot Hyundai began running in December:

Notice right around the 25-second mark, narrator Jeff Bridges reads ad copy lifted directly from the Mr. Mom playbook: “We’re all in this together.” You gotta wonder if Hughes is on-staff at Goodby, Silverstein or at least being compensated by Hyundai, and I'm frightened at the prospect of what might be next... A Victoria's Secret/Sixteen Candles ad with an "I can't believe I gave my panties to a geek" tag line?