SBD/November 14, 2011/Marketing and Sponsorship

Hyundai Returning To The Super Bowl With Three Minutes Worth Of Ad Space

Hyundai is looking to produce more humorous Super Bowl spots
Hyundai President & CEO John Krafcik Friday said that the automaker is "returning to the Super Bowl in a big way this year," according to Brent Snavely of the DETROIT FREE PRESS. Hyundai in total "has purchased three minutes worth of commercials that will air" on NBC before and during Super Bowl XLVI. The company's plans include "two or three pre-game commercials, two commercials during the second half of the game and a 60-second spot before the kickoff." Hyundai has advertised "for several years in a row during the Super Bowl, but its commercials have tended to emphasize its products and promotional programs." Krafcik said that this year the company "wants to have more fun." Krafcik: "We’d like to be a little more memorable" (, 11/11). Still, Krafcik said that Hyundai "would focus more on a brand message rather than going for entertainment value." He said, "We’re competing with Doritos and Pepsi and Anheuser-Busch. Those are tough competitors from an entertainment point of view." Krafcik "would not specify how much the Korean automaker is spending on the ads" (AP, 11/13).
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