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 System.
“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.”