The music from Hyundai’s distinctive Five Year Warranty advert, using the Velvet Underground song I’m Sticking With You, has won a prestigious award in the Music Publishers Association (MPA) annual awards.
I’m Sticking With You scooped the award for Best Use of Music in an Advert (Pop Category). It beat off Make Luv (Listen to the Music) by Room 5 featuring Oliver Cheetham, as used in the Lynx advert; and Release the Pressure by Leftfield, heard on the recent O2 ad.
The Music Publishers Association awards are regarded as the ‘Brits’ of the advertising world, and the results were announced at a special ceremony at the Radisson Hotel in Glasgow attended by hundreds of people. The award was collected by Jim Wilson, Hyundai Sales Development Manager, and Anthony Martin, Account Manager for Hyundai’s creative advertising agency, Leagas Delaney.
More than 200 music publishers were asked to nominate their favourite ad music, and the top three were then put on the MPA website. Visitors to the site could listen to the three nominees, and then vote for their favourite.
I’m Sticking With You was ‘a clear winner’ according to the MPA.
Paul Brindley, the MPA’s Communications Consultant, said: "I’m Sticking With You was quite an unusual choice. It was a very original choice and the advert became well known very quickly. It shows the power of using distinctive music in adverts."
Hyundai used I’m Sticking With You to promote its five year, unlimited mileage, fully transferable warranty for two reasons – to demonstrate the importance of establishing a long-term association with customers, and promote the reliability of the Hyundai range of cars.
The warranty applies to all models in the range including the Getz supermini and rugged four-wheel drive Terracan.
The music was chosen by Rob Burleigh, Creative Director at Leagas Delaney. The advert, called Relationships, was seen extensively on TV screens during 2002, and the music used again on Hyundai radio adverts in 2003.
Jim Campbell, Hyundai Marketing Director, said: "We are delighted that viewers enjoyed our advert. The song I’m Sticking With You demonstrates that Hyundai with its Five Year Warranty is here for the long-term, and we want our customers to keep coming back to us."Published 11 November 2003