SBD/October 21, 2011/Marketing and Sponsorship

Hyundai Hopes To Create Super Bowl Ads That Rival Those Of Non-Auto Makers

Hyundai will run commercials in the Super Bowl for the fifth time
Hyundai has “made a name for itself in recent years by aggressively marketing while the recession forced some U.S. rivals to the sidelines," and the car company "believes it has an opportunity to do something different: Make Super Bowl ads that are really tailored for the Super Bowl,” according to Brian Steinberg of AD AGE. Hyundai Motor America VP/Marketing Steve Shannon said, "We're making Super Bowl spots. We need to get that headset on. The bar is high." Hyundai has two spots during NBC's broadcast of Super Bowl XLVI on Feb. 5, as well as “a 60-second commercial leading into the kickoff.” Shannon indicated that Hyundai “wanted to focus more on sparking an emotional connection with consumers and perhaps less on regaling them with practical reasons to buy.” Steinberg noted the upcoming Super Bowl appearance “will be Hyundai's fifth.” Shannon acknowledged that the car maker is “under some pressure to compete in the Super Bowl, not only against the recent glut of auto pitches that have filled the game but also with other veterans of the ad contest, including Pepsi and Coca-Cola” (, 10/20).
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