“Brandweek’s Grand Marketer of the Year ’09: Joel Ewanick of Hyundai” Brandweek, September 14, 2009. This is a great package of story, audio, and video content. The article describes how Hyundai came to understand that customers weren’t buying new cars because they feared losing their jobs. So Hyundai promised consumers that they could return the car if that happened. Below you can see the television commercial Hyundai used on the Super Bowl to launch the program. The program resonated with consumers and spurred sales.