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Hyundai Goes Offbeat with Sponsorship of IFC’s Sound Advice

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Hyundai Sponsorship of IFC's Sound Advice

Janessa Slater (Vanessa Bayer) isn’t ashamed to yell at people from her Hyundai Veloster
Photo: IFC Comedy Crib

While it might not be the most prevalent comedy show produced by IFC, the awkward web series Sound Advice has received enough attention to gain an exclusive automotive sponsor.

With its second season premiering last week, Sound Advice will feature numerous product placements for Hyundai.

In the web series, media coach Janessa Slater (played by Saturday Night Live comedian Vanessa Bayer) meets with musical artists to give them rude, ignorant advice—such as the season two premiere starring “Weird Al” Yankovic, which you can watch below.

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“Hyundai’s sponsorship of the Crib and integration in each episode of Sound Advice is the perfect way for our fans to experience their brand — inside one of the funniest Web series out there,” stated Colin Moore, VP of digital media and alternative content for IFC.

Twelve new episodes of Sound Advice will premiere on Comedy Crib, IFC’s online comedy portal, in the next 12 weeks. Each of them will open with an obvious product placement for Hyundai via Slater’s Veloster.

Word is that producers are not going for a subtle, seamless product placement and intend to derive humor in excessive, unabashed product placement for Hyundai—such as the opening line to the newest episode which blatantly mentions Hyundai’s sponsorship.

Multiple 60-second TV spots for Sound Advice will take a similar approach to advertising Hyundai’s involvement. Executives feel that this method will connect with the off-beat, indie humor of IFC’s audience.

“At Hyundai we know we need to reach car shoppers in a variety of ways,” said David Matathia, director of Marketing Communications for Hyundai America. “The partnership with Sound Advice allows us to share a different side of our brand—we are able to connect with a passionate audience and show them that we’re in on the joke and don’t take ourselves too seriously.”

It’s probably not everyone’s preferred type of comedy, but for those who enjoy incompetent characters interviewing celebrities (like Zach Galifianakis’ Between Two Ferns), it’s enjoyably uncomfortable.

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