Land Rover and Hyundai Cross Shoppers (Automotive Advertising)

I've caught this new Hyundai ad with Doctor Frasier Crane (Side Show Bob, Beast, Kelsey Grammer or whatever) doing the voice over. I'm not sure how effective it will be. It compares the Land Rover LR3 to the Hyundai Sante Fe in various different performance benchmarks including 0-60, quarter mile, dry and wet slalom, dry and wet accident avoidance tests. It did however lose out in cup holders. (Oddly enough, a significant stat for a family suv)

Now, I have a couple problems with the spot. First off, I don't think many people considering the Sante Fe are cross shopping with the LR3. The motive may really be to show value, a more expensive suv is severely outperformed by a less expensive one. The problem with comparisons between vehicles no one actually compares, is that they don't stand for much. A much better ad would have the Sante Fe and a more comparably priced SUV, a la Toyota Rav4, compared. (although the Rav4 would beat the Sante Fe in most of those categories) A comparison like the one featured in the ad ends up being more of a gimmick. At least they got Side Show Bob.

UPDATE: Another spot with the same idea is airing comparing the Hyundai Sonata with the BMW 525i. Same problems with this spot, as the other.