HYUNDAI KICKS OFF ITS SUPER BOWL XLVIII ADVERTISING BLITZ WITH TWO NEW
Elantra and All-New Genesis Spotlighted as Super Bowl Advertising
Veteran Illustrates Performance, Style and Safety with Humor and
Strong Family Bonds
COSTA MESA, Calif., December 16, 2013 In its seventh consecutive
year as a Super Bowl advertiser, Hyundai enters the Big Game fray with
two game-day ads during the first and fourth quarters of Super Bowl
XLVIII on February 2, 2014.
The ads use clever interpretations of real life moments to position a
Hyundai as the ultimate driving companion and trusted family member.
One spot, leveraging the talent of a celebrity comedian, continues
Hyundai's longstanding tradition of using humor to highlight vehicle
performance and function. The second spot illustrates the close
connection of family. Creative was developed by Hyundai's agency of
record, INNOCEAN USA.
Hyundai will open its Super Bowl advertising showcase with a 30-second
spot titled "Dad's Sixth Sense," during the first quarter.
In a sketch that any dad can relate to, the spot dramatizes the
near-misses and saves of everyday parenting, giving a dramatic
demonstration of the all-new Genesis and its Automatic Emergency
Braking capabilities one of the many features included in Genesis'
comprehensive suite of safety services, the Sensory Surround Safety
"Nice," a 30-second in-game spot running in the fourth
quarter, is inspired and made possible by the new sporty, compact
Elantra. The humorous spot follows a young comedic talent in an
escalating game of compliments between two identical Elantras,
effectively showcasing the innovative performance, style and
technology features of Hyundai's new compact sedan.
"Cars have become more than just a means of transportation they
play an active role in many parts of our lives," said Steve
Shannon, vice president of Marketing, Hyundai Motor America. "Our
creative campaign this year highlights how Hyundai continues to be
'there for you' and your family. Whether it's safely reacting to
unexpected surprises on the road in the premium Genesis or dialing up
the fun in an Elantra, Hyundai is an ideal driving companion."
"Each year we challenge ourselves to come up with a new,
inspiring way to showcase Hyundai during the biggest TV event of the
year, while staying true to our audience and what's most relevant to
them," said Greg Braun, Executive Creative Director, INNOCEAN
USA. "This year we were able to take two different approaches to
our spots from fun and comedic, to endearing and sentimental while
still focusing on the essence of Hyundai. Our focus always has been
how the Hyundai vehicle inspires and enables our consumer whether
you're a first-time car owner or looking to upgrade into your first
true premium car."
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