Superbowl brands: Hyundai
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Company: Hyundai Motor America
Career Highlights: A rookie in the SuperBowl lineup, Hyundai took the field last year to unveil its Genesis luxury sedan. During two spots, the Genesis is compared to luxury brands like Mercedes, BWM and Lexus. The commercial touts the Genesis as more spacious than the BMW 7-Series, but priced like the 3-Series. Narration by Jeff Bridges and the tagline “Think about it” help set the Genesis up as a thoughtful alternative to high-priced luxury.
Offensive Strategy: Hyundai played off of our curiosity and our desire to be savvy shoppers. In the first commercial, we saw the car, but we didn’t know who made it until the very end. In the second
commercial, Hyundai already had our attention, so it drove home the message of getting a big luxury car at small-luxury prices.
Last year’s ads paid off big for Hyundai. More than 300,000 people visited here during the game, and they stayed more than five minutes, according to Joel Ewanick, VP of marketing at Hyundai.
2009 Game Plan: This year, Hyundai will continue to sell us affordable luxury. The 2010 Genesis Coupe will be introduced during two 30-second spots. The ads are entitled “The Epic Lap,” and will feature Rhys Millen, who is a Pike’s Peak world record holder, a Formula-D champion and a professional driver. The first spot will feature award-winning cellist Yo-Yo Ma, performing Bach’s “Cello Suite #3 in C, Gigue.” The second spot will include a new, distinct soundtrack. You can get a sneak peak at the Coupe here.