Man appears to be sitting outdoors relaxing and enjoying the sun., As the camera pulls back, we see that he is actually in his car and his car is parked on the rooftop garden of a guilding in New York City. The lyrics of a song "Nothing is better than freedom" plays throughout.
Philosophie
To convince potential buyers that owning a Hyundai is a worry-free experience, thanks to American's Best Warranty. The man represents this carefree attitude and the song underscores the "freedom" concept. The surprise factor of revealing the man and his car in an unusual location adds to the memorability of the spot.
Problem
How to communicate the benefit of Hyundai's warranty - the Hyundai Advantage - America's Best Warranty.