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SBD/January 30, 2012/Marketing and Sponsorship
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Published January 30, 2012
FIVE ON FIVE: Hyundai today announced it will launch five total ads around Sunday's game, including two pregame spots, one in a pre-kick time slot and two during the actual game broadcast. The two in-game ads, which were developed by Hyundai's in-house agency, Innocean Worldwide Americas, will highlight performance characteristics. "Cheetah," a 30-second spot slated for the first quarter, features a caged cheetah set to race a new Veloster Turbo on a long stretch of open road. "Think Fast," a 30-second spot set for the fourth quarter, introduces a character that will star in Hyundai's social media efforts named Bob (Hyundai). MARKETING DAILY's Karl Greenberg reports Hyundai previously has "tended to hammer home messages about vehicle durability and reliability," but the automaker is "doing more humorous creative this time." A 60-second pre-kick spot will feature a "slightly more offbeat approach than what it did in last year's game." The '11 ad featured "real employees at its Montgomery, Ala. assembly plant," and this year's commercial again will show "that facility and its people." However, this year they "are in an absurd elaboration of Hyundai's take on 'If at first you don't succeed'" (MARKETING DAILY, 1/30).