Hyundai Auto Canada is comparing the quality of its 2011 Sonata model to the staying power of a musical masterpiece in a new national TV ad, the first from Innocean Worldwide Canada Inc. since taking over the account from Bensimon Byrne earlier this year.

The 30-second ad highlights the 14-step painting process that goes into each Sonata model, and ends with the "Smart is in" tag line that was developed by Bensimon Byrne as part of a bigger communications platform that focused on quality and cost benefits.

The voiceover, by Oscar winner Jeff Bridges, compares the Sonata to classical music sonatas from greats like Mozart, and how the paint process can help the body stand the test of time.

"Because beautiful works of art are meant to last," he says, as the finished red Sonata rides the factory assembly line for a shot John Vernile, vice-president, marketing for Hyundai Canada calls "car porn."

"It's such a luscious spot of the vehicle," he said. "It shows the elegant styling of the vehicle [but] at the same time we're trying to play up the quality of Hyundai."

The ad is meant to reduce the gap between perception and reality, he said, and shows consumers that Hyundai is about durability and reliability.

While the commercial first aired in the U.S. earlier this year during the Super Bowl, it launched in Canada for the first time last month, but with original copy, said Vernile.

The ad is a follow-up to "Music to the Eyes," a 45-second ad from Bensimon Byrne that also debuted during the Super Bowl, but during the first quarter of the Canadian broadcast, marking the carmaker's big game debut.

Both ads can be seen on Hyundai's YouTube page.