IFC: Sound Advice

Advice isn’t always free, but IFC: Sound Advice host Vanessa Bayer made sure people knew that Hyundai was picking up the bill. 

The Challenge

When partnering with the IFC Comedy series "Sound Advice" for a full season of product integrations, Hyundai knew they had to do more than just place the talent in a car and ask them to subtly mention its features. 

OUR Solution

Hyundai went transparent. Not only did the show's star acknowledge (in a very obvious way) that Hyundai was paying her to drive their car in each episode, we even created fourth-wall-crushing spots that ran during the show. Each spot featured a behind-the-scenes product integration planning session between the star of "Sound Advice" and a 'Hyundai Exec' cast for the part.

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