The brief was to advertise the new Hyundai Accent by focusing on its excellent safety rating.

In South Africa, as in the rest of the world, the popularity of the book and film 'Fifty Shades of Grey'

has made adult relationships and sadomasochism (S&M) a very relevant and discussed topic.

Based upon this insight, this radio spot made a simple impactful link between the 'safe word' used in

S&M, and the safety of the new Hyundai Accent. This was achieved by making the character's safe word "Accent".