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A controversial Hyundai advertising campaign which gives customers a ‘ticking-off’ over their mispronunciation of the Korean carmaker’s name has accelerated its brand awareness ahead of key rivals. Research data from YouGov shows that the campaign, through which Hyundai attempts to change consumer’s anglicised pronunciation of 'Hy-un-dai' to the global pronunciation 'Hyun-day' ramped-up brand perception during January. Hyundai’s “The Dawn of the New Hyundai” campaign in the UK features a tagline - "If you thought you knew our cars and how to say our name, maybe it's time to think again". But its efforts to change the pronunciation of its name has proved divisive. Another took to Twitter to highlight a Hyundai i30 N hot hatch TV ad from as recently as four years ago in which the brand referred to itself as ‘Hy-un-dai’.