Whenever I try to demonstrate Gareth Kay's brilliant aphorism: "Instead of making great advertising ideas, make great ideas worth advertising", I point to Hyundai's Assurance plan. The idea, and the ads, that gave customers the confidence that if they lost their job within a year they would be able to return their vehicle.
Now they've gone and done it again. A little lower key, but the ad above shows a now typical iPad App being taken through its paces until it becomes...the owner's manual for the new Hyundai Equus. A great idea worth advertising. Jeff Bridges included.