Yeah, Hyundai Sort of Hit the Viral-Media Lottery This Week

The Korean Car Brand Gets a Buzz Windfall from Stephen Colbert's Daft Punk Debacle

Published on .

Honestly, we sort of want to shut up about Stephen Colbert, because we've certainly given him more than enough love recently; see, for instance, "Stephen Colbert on the (Absurd) Power of Branding" from a couple weeks back.

But once again, we can't help ourselves. Because, given our new tradition of posting a "clip of the week" on Fridays, well, this particular week there is indisputably one video everyone needs to see if they haven't seen it already: the "StePhest Colbchella" episode of "The Colbert Report." We're presenting two clips from the show for good measure; if you've only got time for one, chose the second.

Scroll down below the clips for context.

Long story short: Comedy Central's "The Colbert Report" booked French electronic music duo Daft Punk for its annual summer concert series, StePhest Colbchella, which this year is sponsored by Hyundai. But then, this week, at the last moment, Colbert and team learned that corporate sibling MTV was insisting that Daft Punk pull out of their Colbert appearance because they've been booked next month for a "surprise" appearance at the Video Music Awards -- and MTV apparently felt that an August Daft Punk appearance on Colbert would be preemptive.

In the clips above, which originally appeared as part of Tuesday night's broadcast, Stephen Colbert first hilariously berates Viacom exec Van Toffler for failing to intervene on behalf of "The Colbert Report," and then comes up with an ingenious way to work Daft Punk into his show after all -- all the while repeatedly name-checking sponsor Hyundai.

This episode of "The Colbert Report" became a genuine social-media phenomenon this week -- on Twitter and beyond -- giving Hyundai a buzz factor that a mere, actual appearance by Daft Punk surely wouldn't have generated.

Nice save, Stephen Colbert. Really nice save.

Simon Dumenco is the "Media Guy" columnist for Advertising Age. You can follow him on Twitter @simondumenco.

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