Hyundai had a huge image problem—poor quality. Attaching their logo to a car actually reduced consideration by 19%. The irony was their cars were great. In 2006, J.D. Power ranked the company above Toyota, right behind Porsche and Lexus. In these spots, we encourage consumers to rethink their assumptions about the brand by challenging them to think about other things they may tend to take for granted -- air, commitment and protection. And we did this all from the confines of the one place many people do their best thinking--the car.