• Jan 31, 2008
click above image to view Hyundai's Super Bowl commercials

The Super Bowl is this Sunday, and that means we get to see the best commercials that money can buy, and perhaps some football, as well. Hyundai was unsure whether it wanted to spend $2.5m a pop for two :30 spots (a voice over by the Dude doesn't come cheap), but in the end the South Korean automaker decided the Genesis sedan was a big-time product, and it deserved a spot on the world's biggest stage. We loaded both of Hyundai's ads after the jump, and we like what we see.

Hyundai deliberately shied away from any sort of pizazz or funny gimmicks, instead focusing on the virtues of its 375-hp rear-wheel-drive sedan. The silver Genesis on center stage, which is actually the Korean market model (note the winged "Genesis" hood badge and home-market grille), looks great in motion, and Hyundai didn't waste any time needling the luxury car competition. The two spots reference the Genesis having 7-Series and S-Class size with a price tag closer to that of the 3-Series or C-Class. Both spots knock the fact that most Super Bowl ads are about entertainment instead of great products, and both :30 ads drive home the point that Hyundai has a potential game-changer on its hands. We're not advertising experts, but we'd consider this $5m well spent. Follow the jump to preview the ads. Thanks for the tip, Alex!

[Source: Hyundai]







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  • 48 Comments
      • 6 Years Ago
      Its nay sayers like you who motivate Hyundai to do better...They are on top of all the JD Power reliability and quality surveys. You compare the quality on a 1998 excel to the 2008 Elantra and you know how much this company has improved in 10 years...can't wait for the Genesis
        • 6 Years Ago
        I wonder if he does the ads in a robe with a White Russian in hand...
      • 6 Years Ago
      That's Vin Diesel narrating.
      • 6 Years Ago
      Wow, I checked out just how much a Genesis costs in Korea and it's anywhere between 55K and 70K depending on options. And their other cars are priced pretty much the same in Korea and in the USA, so I'm guessing that they're giving it a ~$20K discount or so to try and push the car here.

      So it's either going to work like the LS400 did, or bomb horribly and cost Hyundai a ton of money. Guess we'll find out.
      • 6 Years Ago
      Hyundai is using the grill from the Korean version of the new Genesis. A huge oversight! What is their ad agency thinking?
      • 6 Years Ago
      Boring.
      Looks like no one put any original ideas into these. Showing ads like this during Super Bowl is like putting cheap noisy plastic dash into $100,000 car.
      • 6 Years Ago
      Not the Phaeton "argument" again.

      VW listed the Phaeton at $70k to over $100k.

      Hyundai is offering the Genesis at the $30k to high $30k pricepoint.

      See the difference?
        • 6 Years Ago
        Well, Hyundai is pricing Genesis at 5-Series level in Korea and China, so Americans are getting a "discount" in the eyes of Hyundai.

        Genesis is indeed a costly car to build, so Hyundai doesn't make any money below $35K MSRP.
      • 6 Years Ago
      I hope those commercials air consecutively so I have enough time to take a leak during them.
      • 6 Years Ago
      Yes... I WAS expecting some crazy, big twist.

      Fail.

      My opinion of the actual car aside, I don't know if these two ads are really $2.5m worthy... but it's not my money. :)
        • 6 Years Ago
        Yeah. No wonder they were thinking of pulling it.
        • 6 Years Ago
        The 2.5 million a piece is for a reserved ad time during Super Bowl, not how much the ad itself cost..
      • 6 Years Ago
      Frankly, we're a little offended that spotbowl.com isn't mentioned in this spot. USAToday's ad polling usually only includes 100 or so participants in a focus group in North Carolina, while spotbowl.com sported over 8 million hits last year in the nation's largest real-time voting on Super ads.

      And we're already willing to bet these two spots won't do that great, even within the auto category, since they'll be competing against Audi's Godfather spot for the G5, probably the most expensive SB ad ever run.
        • 6 Years Ago
        Actually, we do care. And we meant it to be more of a tongue-in-cheek plug than a complaint, per se.

        Even you have to admit, Allan, there's some irony to the fact that USAToday's admeter IS so well known, considering:

        "USA TODAY created the Super Bowl Ad Meter in 1989 to gauge consumers' opinions about TV's most expensive commercials.

        USA TODAY assembled 136 adult volunteers in Tampa and electronically charted their second-by-second reactions to ads during the Super Bowl."

        Spotbowl.com, on the other hand, topped more than 100,000 votes last year. And while you may not have heard of it, both CNNMoney and the L.A.Times (http://news.google.com/news?q=spotbowl&ie=UTF-8&oe=utf-8&rls=org.mozilla:en-US:official&client=firefox-a&um=1&sa=N&tab=wn)
        clearly have.

        So, we still want your vote. And we apologize if we've offended your sensibilities in some (murky) way.
        • 6 Years Ago
        I don't think I'll ever go to your site now (never heard of it anyway) only b/c you posted here complaining that you weren't mentioned.

        Not that you care, I'm sure... but I just wanted to be sure to mention it.
      • 6 Years Ago
      Money well spent
      agreed
      its a good idea they emphasize "375 Horsepower"
      Way 2 Go Hyundai
      • 6 Years Ago
      Nice car. I noticed they changed the grill yet again...
        • 6 Years Ago
        Uhh, that is the Korean spec grille (not intended for the US market).
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