Mariota Signs Deal With First Hawaiian Bank Mayweather Merch Sells Briskly In Vegas Colorado Reveals New Football Unis Johnstown Wins Kraft Hockeyville Contest Marketplace Roundup Danica Patrick Confident In Sponsorship Search Team Penske Strikes Deal With HP, Avaya Winston Should Be Marketable Despite Issues New UNLV Football Uniforms Feature Vegas Marketplace Roundup
Upcoming Conferences and Events
SBD/December 16, 2013/Marketing and Sponsorship
Audi Revving Up For Second-Half Super Bowl Spot Featuring New A3 Sedan
Published December 16, 2013
FATHER KNOWS BEST: AD AGE's Michael McCarthy noted Hyundai during the "first of its two in-game commercials," will "portray its Genesis luxury sedan as the next best thing to the Dad whose preternatural sixth sense saved you from stitches when you were growing up." Airing in the second quarter, the 30-second spot, created by Innocean, Huntington Beach, Calif., "opens with vignettes of a father saving his young son from otherwise painful accidents on playgrounds and ballfields." The ad then cuts to the "now 16-year old son driving the all-new Genesis with Dad in the passenger seat." The son is "not paying attention when a truck stops in front of him," but Genesis' "radar-based automatic emergency braking system saves the day by bringing the vehicle to a complete stop." Hyundai VP/Marketing Steve Shannon said that the automaker's "30-second spot for the Elantra airing in the second half, meanwhile, will rely on 'wackier and zanier' humor." The spot, also from Innocean, "shows a young Hollywood celebrity flirting with a female Hollywood celebrity" (ADAGE.com, 12/14).