COSTA MESA, Calif., Feb. 21, 2013 – On Hollywood’s biggest night, Hyundai takes center stage for the fifth consecutive year as the exclusive automotive sponsor of the Oscars broadcast on February 24 on ABC. A total of nine ads will air: seven 30-second spots during the ceremony and two 30-second ads during pre-show coverage. The commercials highlight seven different Hyundai models and focus on Hyundai’s growing premium line up. Three new spots, “Equus the Trailer“, “Paparazzi” and “Elevator Pitch“, feature Equus, Genesis and Elantra, respectively, and speak to passionate Hollywood fans with a soundtrack voiced by Oscar-winning Jeff Bridges that gives a nod to the film industry and film culture.
“Equus the Trailer” highlights Equus’ premium luxury features and outstanding performance and refinement. The spot mimics an action movie trailer, featuring Equus as the main character and the film’s hero. The familiar deep baritone of the voice-over actor takes the audience through the 30-second trailer, citing “critics” calling the Equus “Colossal,” “Epic” and “Astoundingly Powerful.”
“Paparazzi” plays on another movie-star theme as paparazzi cameras frantically try to capture one of Hyundai’s big stars, the Genesis, as it races down the road.
“Elevator Pitch,” uses the concept of pitching a big idea to a movie producer – with the big idea being the award-winning Elantra. The spot highlights Elantra’s heated front and rear seats, Bluetooth enabled features and exceptional horsepower numbers.
“The Oscars are about style and sophistication – a true premium experience. The event provides the perfect platform to showcase our growing premium lineup,” said Steve Shannon, vice president of marketing, Hyundai Motor America. “From insider lingo to the glamour of the film industry, you’ll see that our ads pay respect to Hollywood’s biggest night. We started on this creative strategy and approach with our Azera commercials in last year’s Oscars. We are building on that concept and are now excited to carry it across other vehicle lines.”
The remaining 30-second spots highlight four other high-demand Hyundai models: Sonata Hybrid, Sonata Turbo, Santa Fe and Azera. In-show spots include “Epic Playdate” featuring Santa Fe; “Stuck” featuring Sonata Turbo; “One Less Battery” featuring Sonata Hybrid and its lifetime hybrid battery warranty; and “Thanks” featuring Azera. The two Oscar Red Carpet Live ads include “Showroom” featuring all three flavors of the Elantra, sedan, GT and coupe, and the highly acclaimed Super Bowl spot “Team” featuring Hyundai’s all-new Santa Fe.
Hyundai is taking the big awards night experience beyond the television screen by offering viewers real-time interactions through engaging mobile content, award winning soundtracks and connected television. In addition, the Oscars sponsorship is elevated through extensions across cable networks such as AMC, FX and Sundance Channel as well as sponsorship of ABC’s Oscars website.
Having finished 2012 with five-straight years of premium segment sales growth with its Genesis and Equus vehicle lines, Hyundai recently unveiled its design direction for future premium vehicles with its HCD-14 Genesis concept. The concept features advanced eye-tracking technology, interactive HUD and gesture recognition, revealing the technological future of Hyundai’s premium lines.
Hyundai’s exclusive automotive sponsorship of the Oscars extends its “Big Voices in Big Places” philosophy which positions the Hyundai brand in the highest-profile advertising venues, including sporting events and entertainment awards shows. INNOCEAN USA, Hyundai’s agency of record, is responsible for all creative. To view Hyundai’s Oscars ads, please visit, www.youtube.com/Hyundai on Oscar Night.