Parking lot hit and run resolution

Last week Doug and I were watching CP24 and we saw that poor guy whose car was crushed flat by another driver, who subsequently drove off.

The incident went viral on the internet and in response, Hyundai Canada (in partnership with its agency Mighty, Bensimon Byrne’s digital team) decided to give the owner, Todd Jamison a brand new Elantra in a "random act of kindness". They posted the original video, plus new footage of Todd receiving his new car on YouTube.

My favourite bit is when asked how his new car compares to his old 2004 model, Todd replies, "It's nicer...and not as flat." Okay, Todd Jamison is officially funnier than 90% of the mass-produced comedy out there. I also like his Transformers Decepticon t-shirt.

Sure, Hyundai did it as a publicity bid, what do the vast majority of publicity stunts accomplish beyond self-promotion? In fact, I retract the word "stunt" in this case. This wasn't a stunt: it was a genuinely thoughtful act and a really great example of how the news and community relations can be used thoughtfully and positively.

Kudos to Mighty and to Hyundai Canada.

Note if you were wondering: yes, they found the woman responsible and she is due in court on December 1st.