By the mid 2000s Hyundai was producing unassailably great cars, a fact obscured by its (once-true) reputation as a maker of ugly and utilitarian budget boxes. The assignment was to shift the American public’s dated perceptions. The approach? A request to “think about it”— to challenge the flawed conventional wisdom about the brand and be open to truth. This body of work resurrected a company that was once regularly lampooned by David Letterman, until it quite literally became one of the most trusted brands in America.