Hyundai To Advertise In Super Bowl, Will Run Two 30-Second Spots
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Hyundai To Feature 2010 Genesis Coupe
In Pair Of Super Bowl XLIII Ads |
Hyundai Motor America announced it will air two 30-second commercials for its 2010 Genesis Coupe during NBC's broadcast of Super Bowl XLIII. The two spots share the theme of "The Epic Lap" (Hyundai). MEDIAWEEK's Anthony Crupi reports the ads, one of which will appear in each half, will "feature Formula-D champion Rhys Millen opening it up on a 12-turn road course, allowing Hyundai to position the sports coupe as a turbocharged performance machine." A two-spot buy for the Genesis luxury sedan during the '08 Super Bowl "marked Hyundai's return to the Super Bowl for the first time since" '89. Crupi noted "as was the case a year ago, the new Genesis coupe spots were created by" Goodby, Silverstein and Partners, S.F. (MEDIAWEEK.com, 12/29). MEDIAPOST's Wayne Friedman noted the deal with Hyundai "would seemingly move [NBC] to within a half dozen or so spots left in the game to sell in a month." There are currently "two autos -- both foreign companies -- in the Super Bowl this year, Hyundai and Audi," while "five auto brands were featured in the big game" last season (MEDIAPOST.com, 12/29).
BIG GAME STRATEGY: In DC, Tim Lemke noted Audi, which in December announced it would advertise during Super Bowl XLIII, has "released few details about the commercial except that it's a 60-second spot." But the company "plans to offer a sneak preview to anyone who registers on its Web site." Audi of America CMO Scott Keogh said, "First and foremost, the spot will be entertaining and a very provocative spot. Beyond that, we don't want to say too much more." Keogh added of advertising during the Super Bowl, "Beyond the media buy -- and this is what surprised us -- is that it energizes the entire franchise. ... You can spend tens of millions of dollars running advertising on various cable networks and wherever you buy your media. But you just do not get the press excitement you get from around the Super Bowl" (WASHINGTON TIMES, 12/24).
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