The 2011 Hyundai Sonata lineup a finalist for 2011 North American Car of the Year gets an eco-friendly boost in January with the infusion of the brands first-ever hybrid model. Sonata Hybrids introduction to Hyundai showrooms will be supported by a national marketing campaign debuting on college footballs Hyundai Sun Bowl, Dec. 31 on CBS. Hyundai Motor Americas agency of record, Innocean Worldwide Americas, developed the new Sonata Hybrid campaign.

The first 30-second Sonata Hybrid spot, titled Anachronistic City acknowledges that Sonata is not the first hybrid to market, but rather the smart challenger of conventional, early-generation hybrids. Sonata Hybrid represents a sophisticated evolution of the technology, wrapped in a more appealing package. A variety of early-generation devices all innovative in their time are woven throughout the spot including 1880s-era high wheel bicycles, mid-century typewriters, a blimp that resembles the Hindenburg, 1980s-era cell phones, a portable record turn-table, black-and-white TVs, silent movies, a folding camera and jiggle belt gym machines.

The spot makes a point about how all technology evolves. Hybrid Sonata capitalizes on the learnings of hybrid models that have come before it, and advances the technology so that its practical and affordable for a broader consumer audience not just early adopters, said John Krafcik, president and CEO, Hyundai Motor America. Like the 2.4-liter direct-injected Sonata and the 2.0-liter Sonata Turbo launched earlier this year, Sonata Hybrid demonstrates Hyundais unique approach melding innovative technologies and emotional design into products more and more people want to put in their driveways.

Sonata Hybrid delivers a segment-leading 40-mpg highway fuel economy rating, higher than any other mid-size sedan, hybrid or non-hybrid. In city driving, Sonata Hybrid delivers 35 mpg, yielding a 37 mpg combined city/highway rating from the EPA. Sonata Hybrids fuel economy is powered by the industrys first application of third-generation lithium polymer batteries which are more space efficient, lighter weight and offer higher energy density than existing nickel-metal hydride and pending lithium-ion applications.

The all-new Sonata was the first mid-size car to receive a five-star crash test rating under National Highway Traffic Safety Administrations new, more stringent 2011 system and received an Insurance Institute for Highway Safety Top Safety Pick honor, placing it in a safety position unsurpassed in the industry. In keeping with Hyundais simplified approach to product packaging, Sonata Hybrid comes in just two flavors from the factory the very well-equipped Sonata Hybrid at $25,795, and the incredibly well-equipped, tech-feature-packed Premium version at $30,795.

Hyundais title sponsorship of the Sun Bowl, played in El Paso, Texas, includes eight total 30-second spots. In addition to Hybrid Sonata debut advertising, Hyundai will include ads featuring the two other Sonata powertrains the standard 2.4-liter gasoline direct injection model and the 2.0-liter turbo model. And the Hyundai Holidays campaign will continue on the Hyundai Sun Bowl featuring music from YouTube sensation Pomplamoose.

2011 Sonata models will tally 200,000 combined sales in 2010 all produced by Hyundai Motor Manufacturing Alabama in Montgomery, Ala. The 2011 North American Car of the Year winner will be announced at the North American International Auto Show on Jan. 10 in Detroit.

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