Hyundai Genesis Coupe Commerical to Air During Super Bowl

Hyundai isn't one of those automakers shying away from spending big on new ads.

The Korean automaker will be airing two spots for the new Genesis Coupe during the next Super Bowl broadcast.

The two 30-second ads are both variations on the same theme -- what Hyundai calls "the Epic Lap". The ads will feature music from cellist Yo-YoMa, with the Genesis Coupe pulling some dance moves too. The real driving acrobatics are performed by race car driver Rhys Millen, a Pike's Peak record holder.

The Genesis series, which includes a sedan, is Hyundai's entry into the premium, rear-wheel drive segment. The Genesis Coupe comes with a standard 2.0 liter, turbocharged four-banger with 210 hp. A higher end 3.8 liter, V6 with 306 hp tops out the range.

The Genesis Coupe arrives in US showrooms in the spring of 2009.

Super Bowl XLIII will air on Sunday, February 1, 2009. The ads will also air during the Academy Awards later that month.

Press Release

Hyundai Genesis Coupe to Debut in Race-Inspired Super Bowl Advertisement

• Sports Car Will Dance to Music Performed by Grammy Award-winning Cellist Yo-Yo Ma
• Precision Driving Performed by World Champion Racer Rhys Millen

Hyundai Motor America will air its first two television commercials for the new 2010 Genesis Coupe during Super Bowl XLIII on Sunday, February 1, 2009. The 30-second commercials will position the 300+ horsepower sports coupe as a performance machine designed to capture the hearts of automotive enthusiasts.

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 Yo-Yo Ma in the version airing in the first half of the game. A second musical talent will be introduced in the subsequent 30-second spot, which will feature re-edited precision driving footage matched to a completely distinct soundtrack.

"Genesis Coupe is Hyundai's most dynamic performance car ever and it is the second-consecutive all-new model introduction from Hyundai to debut during the Super Bowl," said Joel Ewanick, vice president of Marketing, Hyundai Motor America. "So many elements come together in these advertisements that showcase the Genesis Coupe's design and performance that we know it will cast a halo over the entire brand."

Just as the Genesis sedan set a new benchmark for the $35,000-$40,000 premium sedan segment, Genesis Coupe will provide sport coupe enthusiasts a fresh new set of performance alternatives. 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.

"The Epic Lap" Captures Genesis Coupe's Performance

For the Super Bowl, Hyundai elected to create two commercials that put the Genesis Coupe in the only element where drivers can safely and legally explore the upper limits of the car's awesome abilities: a race track.

As racecar driver Millen navigates the 2.54-mile, 12-turn world class road course at Road Atlanta in Northeast Georgia, you hear a beautiful solo of Bach's "Cello Suite #3 in C, Gigue" performed by Grammy Award-winning cellist Yo-Yo Ma. The artist will also be editing the film footage with editor Hank Corwin to make sure his interpretation of the "The Epic Lap" is brought to life.

"We have captured the spirit of Genesis Coupe in 'The Epic Lap,'" said Ewanick. "Yo-Yo Ma's interpretation is gracefully paired with Hank Corwin's artistic editing and we have done a fantastic job of showing off the sculpted, modern design of the Genesis Coupe."

Rhys Millen flogged a Genesis Coupe for three days during the filming process and the car never missed a beat. The only item that needed to be replaced on the Genesis Coupe was a set of tires.

"The Epic Lap" was created by Goodby, Silverstein & Partners. Both versions of the advertisement will air again during the Academy Awards(R) on February 22 on ABC and on other special events programming. Hyundai will also host an online contest asking consumers to edit their own version of "The Epic Lap." Details will be announced after the Super Bowl.

HYUNDAI GENESIS COUPE HIGHLIGHTS

-- Hyundai's first rear-wheel drive sports car
-- 306-horsepower from enhanced 3.8-liter V6 with premium fuel
-- Standard 220-horsepower turbocharged, intercooled inline four cylinder with premium fuel
-- Genesis Coupe arrives in the spring of 2009 as a 2010 model