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Hyundai Outlines Super Bowl Ad Campaign

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author photo by Tom Cassady February 2012
  • Total of five spots to air
  • Ads to focus on company's culture
  • In-game ads to focus on performance

While Super Bowl advertising has always been a big deal, last year saw car companies claim the top spots, and at least two of them - Volkswagen and Chrysler - had record-setting years following. So it's no surprise that car companies are clamoring over getting Super Bowl ads together for this year's big game.

Hyundai, a five-year Super Bowl advertiser, is one of those companies, and its coming out swinging. With no less than five spots to be aired before and during the game, Hyundai plans to utilize its high-value time slots to portray the company's culture and brand.

During the pre-game timeframe, Hyundai will air an ad named "Victory Lap," which celebrates the Elantra's 2012 North American Car of the Year victory. But the big news is that Hyundai was able to secure the pre-kick slot, one of the highest-rated slots during the game, which takes place seconds before the game starts. In this slot, Hyundai will run "All for One," an ad focusing on the company's relentless pursuit of making the best products possible.

Featuring 200 actual Hyundai employees from the company's Montgomery, Alabama plant, the ad shows the employees singing "Gonna Fly Now" from the movie "Rocky," in order to show the support the co-workers have for one another. And don't think there will be a clinker in the bunch, all of the employees have had vocal training.

During the in-game slots, Hyundai plans to switch its focus to performance with two ads. The first, set to air during the first quarter, is named "Cheetah" and features a cheetah drag-racing a Veloster Turbo. The second, named "Think Fast" and will air during the fourth quarter, features a character named Bob, who will appear during the resulting social media efforts from Hyundai. Bob, a seasoned business pro, likes to give "High-Powered Business Tips," and does so in a Genesis Coupe R-spec in this ad. Hyundai plans on using these ads to showcase the two models' performance, an angle Hyundai doesn't typically portray.

What it means to you: Plan on seeing a lot of car ads this Super Bowl, with many showing a "behind the scenes" look at the company. Hyundai's campaign is a perfect example.

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This image is a stock photo and is not an exact representation of any vehicle offered for sale. Advertised vehicles of this model may have styling, trim levels, colors and optional equipment that differ from the stock photo.
Hyundai Outlines Super Bowl Ad Campaign - Autotrader