Hyundai Superbowl Commercials Surface Early

By Zack Newmark
February 1, 2009 8:09 PM
Filed Under: American, Asian, Corporate/Financial, Hyundai

Hyundai is going all-out with their Super Bowl advertising this year. The company has purchased five spots to air throughout the day. Average cost for every 30 seconds of airtime is estimated at $3 million.

Three of the commercials will air before the game begins, with the remainder being shown in-game. You can watch each right here, on your own schedule.

The first two commercials, "Contract" and "Commitment," advertise "Hyundai Assurance," a financing clause meant to entice new buyers. Fine print aside, the program allows people to return their new Hyundai vehicles if they lose their source of income within a year.

Up next is "Columns," an ad meant to remind viewers of last year's introduction of the Hyundai Genesis. The Genesis debuted during the 2008 Super Bowl in commercials boasting about the car having more space than the BMW 7-Series and the Mercedes S-Class, but being priced to compete with the 3-Series and C-Class. "Columns" works more like an I-told-you-so, bragging about being named 2009 North American Car of the Year. The ad would be a snoozer, if it wasn't for a fleeting shot of the Hyundai Genesis Coupe.

That shot sets up a later ad.

Fourth, Hyundai takes shots at BMW and Lexus, with actors portraying the screaming heads of the company, upset that the Genesis won North American Car of the Year honors. Jalopnik points out the ad, called "Angry Bosses," takes shots at the "axis powers" of Germany and Japan, without portraying an angry boss from Cadillac.

Last is "Epic Lap," a mash-up of brilliant track footage of the Hyundai Genesis Coupe set to music by the Smashing Pumpkins. Pumpkins' front man Billy Corgan supposedly edited this clip, and you can to. Hyundai is developing the web site, EditYourOwn.com, where you can make your own version of the commercial. A cool idea to get people connected to the brand, but does anybody care about the Smashing Pumpkins anymore?

All five ads will air for the first time during the NBC coverage of Super Bowl XLIII, taking place on February 1.

Contract

Commitment

Columns

Angry Bosses

Epic Lap

Source: jalopnik

Press Release (Click to expand)

Hyundai expands advertising on super bowl sunday with "kick-off show" sponsorship

Hyundai Ads Feature "2009 North American Car of the Year" Winner Genesis Sedan, "Hyundai Assurance," and All-New Genesis Coupe

FOUNTAIN VALLEY, Calif., Jan. 27, 2009 – Hyundai Motor America will kick-off Super Bowl advertising with a sponsorship of NBC's Super Bowl XLIII "Kick-Off Show" airing Sunday, February 1, 2009. The sponsorship package includes naming rights and three 30-second spots preceding the game. Hyundai also has two 30-second spots planned for in-game coverage, bringing Hyundai's total exposure during the nation's most-watched sporting event to five 30-second advertising slots.

Hyundai and creative agency Goodby, Silverstein & Partners developed five new ads to fill each Super Bowl Sunday advertising segment. The spots focus on three distinct messages: Hyundai's next exciting model introduction, the 2010 Genesis Coupe launching this spring; Hyundai's newest consumer program called "Hyundai Assurance;" and the Genesis sedan's "2009 North American Car of the Year" honor.

Honoring its all-new flagship sedan, the pre-game show will be named the "Kick-Off Show Presented by the Hyundai Genesis, '2009 North American Car of the Year.'" One pre-game spot will pay tribute to the Genesis sedan, while teasing the Genesis Coupe. The Genesis Coupe debut, which features a soundtrack scored and performed by Billy Corgan and Jimmy Chamberlin from rock band Smashing Pumpkins, will set the tone for kick off when it airs just before game time. A new spot featuring "Hyundai Assurance" will round out Hyundai's pre-game advertising.

Hyundai's two in-game positions include one second-quarter spot (7Z) and one third-quarter spot (20A). Hyundai has selected another ad featuring the Genesis Sedan's "2009 North American Car of the Year" win titled "Bosses" for the second quarter slot. The third quarter slot will feature the Assurance Program with a new ad called "Contract."

"In any given year, I'd be happy to have one of these three stories to include in Super Bowl advertising, so this is like a perfect storm," said Joel Ewanick, vice president, Marketing, Hyundai Motor America. "We feel that the collection of ads strike the right emotional tones, blending enthusiasm, honesty and a little humor to share the great news about Genesis sedan, debut Genesis Coupe and communicate our most timely value proposition, Hyundai Assurance."

Hyundai Genesis took top honors in the most exclusive award in the North American auto industry when it was named "2009 North American Car of the Year" on January 11, 2009. A jury of 50 independent automotive journalists evaluated all the new cars introduced last year and chose the 2009 Hyundai Genesis as the best new model.

The Genesis Coupe's advertising debut sets the perfect tone for kick off featuring a musical performance by Smashing Pumpkins lead singer Billy Corgan and drummer Jimmy Chamberlin. Precision driving is performed by Rhys Millen, a Pike's Peak world record holder, Formula-D champion and professional driver. Genesis Coupe will be the second-consecutive all-new Hyundai model introduced on Super Bowl Sunday, following the Genesis sedan's debut last year. The campaign includes an online component at www.EditYourOwn.com which allows visitors to create their own version of a Genesis Coupe ad, to be shared with friends and posted to social networking sites.

Hyundai Assurance offers to repurchase any new Hyundai leased or financed if the owner unexpectedly looses his/her income. Advertising for Hyundai Assurance broke January 3 and 4, 2009 during National Football League playoff games and is showing strong consumer interest in its initial weeks. For full details about Hyundai Assurance, visit: www.HyundaiAssurance.com.

Smashing Pumpkins Scores Soundtrack for New Sport Coupe Introduction

FOUNTAIN VALLEY, Calif., Jan. 27, 2009 – Hyundai Motor America enlisted Smashing Pumpkins lead singer Billy Corgan and drummer Jimmy Chamberlin to provide a rock soundtrack befitting the all-new Genesis Coupe in its debut national advertising campaign. The Smashing Pumpkins band members and cellist Yo-Yo Ma will each perform songs to accompany uniquely edited 30-second spots, tailored to their brand of music by editor Hank Corwin. Hyundai selected the Smashing Pumpkins spot to be featured immediately before the kick off of Super Bowl XLIII on Sunday, February 1, 2009. Hyundai has a total of five 30-second spots – three during NBC's "Kick-Off Show" and two in-game spots during the Super Bowl broadcast. The Yo-Yo Ma version will debut in the coming weeks.

The two spots share the same theme, "The Epic Lap," but each offers a distinct perspective of Hyundai's newest offering to highlight both its fluid design and track-worthy performance. Precision driving performed by Rhys Millen, a Pike's Peak world record holder, Formula-D champion and professional driver, is choreographed to music performed by both artists.

Smashing Pumpkins scored a new track titled "FOL," to serve as the soundtrack for its version of "The Epic Lap." Yo-Yo Ma's version will feature a beautiful solo of "Gigue" from Bach's Suite No. 3 in C Major.

"The combination of Hyundai's exciting new Genesis Coupe matched with music performed by Smashing Pumpkins offers the perfect 'kick-off' to Super Bowl advertising," said Joel Ewanick, vice president, Marketing, Hyundai Motor America. "From rock to classical, our Genesis Coupe ads demonstrate the two personalities of the car, which was designed for all types of driving enthusiasts."

Genesis Coupe follows in the footsteps of the recently named "2009 North American Car of the Year" Genesis sedan, sharing its rear-wheel drive architecture and independent rear suspension sure to appeal to true driving enthusiasts. The Genesis Coupe offers a 30-mpg, 2.0-liter model with a low-pressure intercooled four-cylinder turbocharged engine producing 210 horsepower, and a 3.8-liter V6 Track model with 306 horsepower and massive Brembo brakes.

Hyundai's Genesis Coupe ads were shot at Road Atlanta in northeast Georgia and feature racecar driver Millen testing the upper limits of the car's awesome abilities on the 2.54-mile, 12-turn world class road course.

"The Epic Lap" was created by Goodby, Silverstein & Partners. Hyundai will also offer consumers an opportunity to edit their own version of "The Epic Lap" at www.EditYourOwn.com, which can be posted to social networking sites and shared with friends.

HYUNDAI GENESIS COUPE HIGHLIGHTS

Shares rear-wheel-drive architecture with Genesis sedan, the "2009 North American Car of the Year"
Hyundai's first rear-wheel drive sport coupe
306-horsepower from enhanced 3.8-liter V6
Standard 210-horsepower turbocharged, intercooled inline four cylinder
Genesis Coupe arrives in the spring of 2009 as a 2010 model

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Tags: Hyundai Genesis, Hyundai Genesis Coupe, Superbowl, Superbowl Commercial

New Commercial for Hyundai Genesis Coupe (4 comments
Hyundai Announces 2010 Genesis Coupe Pricing in U.S. (7 comments

Comments

Joe_Limon

February 1, 2009 8:25 PM

and at the end of the day it's still a hyundai... hmmm so this is what it feels like to be a porsche fan shutting down the gtr.

Xanavi23

February 1, 2009 8:35 PM

You used to be right in that regard, but people are going to start taking a goodluck at Hyundai especially with people being more frugal with their car money across the board.

I drive a hyundai, til my transmission blew due to the poor car dealing with 30cm of snow and being covered in it well but never getting stuck in it, and the car had good quality, good performance, good suspension and pretty damn good handling despite it just being an Elantra VE.

Only the ignorant will say "well its still just a Hyundai". No offense.

Joe_Limon

February 1, 2009 8:53 PM

Oh I know, read my post deeper please. I was self reflecting and showing how common perceptions need to be adaptive by people in general, and more specifically the more arrogant members of society.

Xanavi23

February 2, 2009 3:06 AM

My bad. You're right, sorry for sounding like a jackass. There are still alot of people that need to change their perception, you're spot on there.

lucifa

February 2, 2009 12:28 PM

Uou've got a point, but one thing about Hyundai - like other Korean/Malaysian/Chinese and certain Japanese brands (don't want to sound biased so I won't say which ones) - they make cars down to an affordable price; the sort of price that can be mass owned and therefore mass produced. Being low-priced and common comes at a non-monetary price: exclusivity.

Exclusivity is a large player in brand-loyalty; enthusiasts tend to defend exclusive, expensive cars more fervently than they will defend low-priced mass market cars. The higher price of these cars - notably of German and other European marques, but also Lexuses - allows them to have a certain... personality? that the mass market brands lack. I'd have to say it's this "personality" - BMW is the Ultimate Driving Machine, Mercedes the pinnacle of luxury, and above that Ferrari are dream sportscars and Lamborghinis are the most exciting fun cars money can buy - that makes enthusiasts (ie. us) passionate about their cars. I think that's where the "it's still a Hyundai" comes from - on a site populated by enthusiasts and car-lovers, a car maker that doesn't inspire passion isn't going to inspire much enthusiasm, either.

polyprotege

February 1, 2009 8:56 PM

Billy Corgan must be eating a lot of kimchi lately!

dimeNickel

February 1, 2009 9:09 PM

one North America car of the year can get them to boast it so much...

GK27V6

February 1, 2009 9:33 PM

One is enough.

motorjedi

February 1, 2009 10:24 PM

What does that tell you about North America? Tells me they still don't know what a car is.

Xanavi23

February 2, 2009 3:07 AM

Its a big award for a first year production luxury sedan. You have an achievement, you talk about it some.

abugatti

February 1, 2009 9:56 PM

hyundai really kicking ass of american cars! yes it's still just hyundai, but it's kind of getting temted these days....

mickey_f1

February 1, 2009 11:27 PM

I think it's like the Honda story. Step by step they became huge! But Hyundai could go even further...

BavarianMS

February 1, 2009 11:45 PM

This car fails in my point of view. Its like comparing cheap imitations of the real thing to the real thing and then boasting about how its even better then the real thing.

Xanavi23

February 2, 2009 3:10 AM

In no way is it an imitation. You say so about the Genesis sedan because of its typical bold imposing front grill that is very nice in its own right. It looks good, its their own design and its fairly priced. It has good performance, power/handling and it fails in no regard.

Feel free to like German cars as i like Mercedes, but your point about it failing is simply non-sense.

carcrazy1234

February 2, 2009 2:25 AM

hahaha its hyundai like sunday lmao that's epicc i musy say... hyundai's have come a long way... the genesis interior, ive seen it before and i was impressed. very nice and is that a hyundai DRIFTING nicely??? hmm.. just by that reaction i'd say hyundai's have impressed me :)

carcrazy1234

February 2, 2009 2:28 AM

ohhhh the commitment ones really good. that'll definitely get the american population. hopefully considering many american jobs seem to be affected by the automotive crisis

MTC

February 2, 2009 4:37 AM

If the Genesis is that good, then why no one talk about it in Asia?

I don't care about the North American Car of The Year, it's like European or World Car of the Year, they always got it wrong. No Car manufacturers care that much about North American,European or WorldCar of The Year as "Angry Bosses" suggested

Xanavi23

February 2, 2009 5:22 AM

Thats your opinion but for 50+ years the North American market has been the most important market to companies like Ferrari, Porsche Benz, let alone and not to mention the "common" manufacturers like Toyota, Chevy, Honda and so on and so forth. Trust me, bosses do car so much about the North American market, why do you think ALL companies put so much emphasis on the North American market, in their line-up, bumper standards, fuel economy, performance, pricing and so on. You're just wrong...not sure you know what you're saying, probably only doing so because of your clearly biased opinion.

motorjedi

February 2, 2009 7:38 AM

Bumper standards? Fuel economy?? Really? In the homeland of the V8 muscle car? Admit it, the only reason any manufacturer bothers with North america is because there is (was) enough money in North America to make it the biggest market for any car maker. They had to do everything to make sure they pushed enough cars there. No other region's sales could ever match it. Now that there isn't any money, Hyundai (pronounced Hun-day, not H-yun-dai, apparently) decides it's a better idea to flog it's V8/V6 saloon/coupe combo rather than the little cars it makes so well (I LOVE the i10 and i20, they're fit for purpose) - a smart move in times of economic crisis. Another smart move is showing BMW and Lexus (did they forget Merc and Audi, or did they just get sued) logos in your commercials. We all know that's the target, an air of subtlety in their advertising would have earned them more respect as a brand. The sad bit is I actually like the Genesis (especially that coupe), and I thought they were on a roll with the new i-series cars, but this just ruined everything. Goodbye Hyundai, you had your chance and you failed.

Xanavi23

February 2, 2009 11:45 PM

They didn't fail. They passed, in North America, the Genesis' Coupes commercial was perfect.It displayed the RWD performance of the car and the sound of the great engines, i heard both the V8 and the turbo 4. I was well edited and shot. No failure by an point.

The Hyundai Genesis commercial for the sedan is being taken way too seriously by you guys, lol, you got to be kidding me. It was supposed to be funny and point some fingers, right or wrong. The commercial worked and got the message across; Hey motherf****ers, we got the award. Where you see a fail is beyond me, commercials are like TV, they don't have to be totally accurate and Hyundai doesn't need Benz and the rest shaking in their boots, they want people to buy their cars and given how frugal people are about their car money these days, alot will buy both models.

avanthomme

February 2, 2009 6:26 AM

wow! i'm glad hyundai is delivering! they are really starting to engineer and design cars you WANT to own. i'm down w/ hyundai. ha!

Schizo0223

February 2, 2009 6:31 AM

MTC... Oh my gosh...no car manufacturers care that much about those awards??? Maybe you don't care but trust me they care about those awards.

They only sell the Genesis sedan in Korea and North America, so that is probably why there isn't that much hoop-lah in the other parts of Asia. (I think they are selling them in China now...but I'm not sure.)

Getting the NA Car of the Year is a great achievement for Hyundai, because it is the biggest market in the world and one of the most cut throat as well.

My biggest gripe and reason for lack of respect to Hyundai is that it doesn't invest more into motorsports than it should despite their size as a car manufacturer. There was that WRC campaign back in the late 90's early 2000 but that's about it. The only way they are going to really get motor heads nods of respect is to show on the circuit.

To me they are like the Swatch watch...fine watches but doesn't have that professional pedigree like Omega has with the Speedmaster & Seamaster series which elevate the rest of Omega's watch line as being serious watches.

Internationally they have Kia which is getting some respect in Europe...may be they should think about a Cee'd based rally car or something? (I mean come on! Even Skoda goes rallying!)

It's be interesting how they use the Genesis coupe for getting some motorsports (drifting...circuit racing...drag racing...etc.) credentials this year.

Joe_Limon

February 2, 2009 7:29 AM

why pump millions and millions into motorsports when you can pump it into applicable r&d? imo, I hold a lot more respect to hyundai on the sole basis that they don't frivolously spend money in a losing, albeit fun venture. Although many modern technologies can be proclaimed to be brought around through racing, I believe that an effective and focused r&d team can do the same thing for a lot less. Hehe, like a quote I once heard. "how do you make a millions in motorsports?... with billions"

Edited by user on February 2, 2009 at 7:34 AM

NauAudiS4

February 2, 2009 10:36 AM

schizo0223 I agree with just about everything you said. They really need to appeal to the petrol heads by showing up on the track and making some key wins in the spotlight. Btw, I hope you do know that Swatch owns Omega. They need to have the prestige, b/c they own the company that does have it ;)

BabyMilo

February 2, 2009 7:22 AM

i dont get it, why are all these car companies making adds for the superbowl?? But i do like the idea of their assurance, it'll probably get some more customers through the door but at the end of the day, would you really want to drive a Hyundai???

Siawa

February 2, 2009 6:55 PM

Not gonna talk about perrformance but I'm really not impressed with Genesis Coupe exterior. It's nothing special. Genesis Sedan is still something to look at.

Jasper

February 2, 2009 9:05 PM

If its any good then I would buy one, only a fool looks at badges.

wjaprep

February 2, 2009 10:50 PM

I liked the coupe commercial, they wernt trying to show anybody up, but the Bosses commercial, not so much. I mean yes, they are good cars or w/e but at the ends of the day when that Mercedes pulls up next to you at the stop light, or the guy in the Beamer gets the girl, you remember no matter how many awards it wins or how much more u get for the money... its still a Hyundai.

Xanavi23

February 2, 2009 11:48 PM

Ya, still just a hyundai, great reliability, great performance, great value and price and good build quality. ya they're just Hyundai's.

You're so ignorant. Drive a Hyundai, you'll be surprised.

wjaprep

February 3, 2009 3:38 AM

I said I know they were good cars, I don't even doubt that, I just don't think theire up there with Mercedes and BMW as far as prestige is concerend. I think they should market their cars as better than Toyotas, Hondas, cars along those lines, not the big boys.

Also, I must give Hyundai props for that assurance thing, that is a fantastic idea.

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