DeFog the World.
Strawberry Frog’s positioning line, “DeFog,” met with a lot of resistance within Hyundai’s selection committee. The idea was for Hyundai buyers to dispel the “fog” of brand hype and see the car for what is—a high-quality vehicle at great value. The target audience in this pitch is characterized as buyers who do their research and know how to cut through marketing hoopla. This proposed ad, featuring Wikipedia.com co-founder and Hyundai owner Jimmy Wales, was meant to showcase an iconoclast of the Internet as a smart Hyundai owner.