Manic Hyundai Sunday: Genesis Coupe to debut in Super Bowl ad
Click above for a high-res gallery of the Hyundai Genesis Coupe
After discovering that Hyundai would be running two separate commercials during the Super Bowl to introduce the Genesis coupe to the masses, we've been trying to imagine what kind of "precision driving footage" Rhys Millen would provide "matched to a completely distinct soundtrack" from cellist Yo-Yo Ma. The two spots share a single theme, "The Epic Lap."
Rhetorical ads aside, we're genuinely excited about the upcoming Genesis Coupe, which will be offered with either a 210-horsepower (220 with premium fuel) 2.0L turbocharged four or a 306 hp 3.8L V6 driving the rear wheels. Considering how cool Hyundai's other Genesis Coupe commercials have been, we're looking forward to seeing this one too. You can count us among the millions of viewers who'll be tuning into the big game on Sunday, Feb. 1st, regardless of who happens to be playing.
Later, Hyundai will launch a contest where online users can edit their own "Epic Lap" commercials. That sounds like it should get the creative juices flowing rather nicely. Hit the jump to read the press release and thanks to all who tipped in!
Gallery: 2010 Hyundai Genesis Coupe
[Source: Hyundai]
PRESS RELEASE:
Hyundai Genesis Coupe to Debut in Race-Inspired Super Bowl Advertisement
Sports Car Will Dance to Music Performed by Grammy Award-winning Cellist Yo-Yo Ma
Precision Driving Performed by World Champion Racer Rhys Millen
FOUNTAIN VALLEY, Calif., Dec. 29 /PRNewswire/ -- Hyundai Motor America will air its first two television commercials for the new 2010 Genesis Coupe during Super Bowl XLIII on Sunday, February 1, 2009. The 30-second commercials will position the 300+ horsepower sports coupe as a performance machine designed to capture the hearts of automotive enthusiasts.
The two spots share the same theme, "The Epic Lap," but each offers a distinct perspective of Hyundai's newest offering to highlight both its fluid design and track-worthy performance. Precision driving performed by Rhys Millen, a Pike's Peak world record holder, Formula-D champion and professional driver, is choreographed to music performed by Yo-Yo Ma in the version airing in the first half of the game. A second musical talent will be introduced in the subsequent 30-second spot, which will feature re-edited precision driving footage matched to a completely distinct soundtrack.
"Genesis Coupe is Hyundai's most dynamic performance car ever and it is the second-consecutive all-new model introduction from Hyundai to debut during the Super Bowl," said Joel Ewanick, vice president of Marketing, Hyundai Motor America. "So many elements come together in these advertisements that showcase the Genesis Coupe's design and performance that we know it will cast a halo over the entire brand."
Just as the Genesis sedan set a new benchmark for the $35,000-$40,000 premium sedan segment, Genesis Coupe will provide sport coupe enthusiasts a fresh new set of performance alternatives. The Genesis Coupe offers a 30-mpg 2.0-liter model with a low-pressure intercooled four-cylinder turbocharged engine producing 210 horsepower, and a 3.8-liter V6 Track model with 306 horsepower and massive Brembo brakes.
"The Epic Lap" Captures Genesis Coupe's Performance
For the Super Bowl, Hyundai elected to create two commercials that put the Genesis Coupe in the only element where drivers can safely and legally explore the upper limits of the car's awesome abilities: a race track.
As racecar driver Millen navigates the 2.54-mile, 12-turn world class road course at Road Atlanta in Northeast Georgia, you hear a beautiful solo of Bach's "Cello Suite #3 in C, Gigue" performed by Grammy Award-winning cellist Yo-Yo Ma. The artist will also be editing the film footage with editor Hank Corwin to make sure his interpretation of the "The Epic Lap" is brought to life.
"We have captured the spirit of Genesis Coupe in 'The Epic Lap,'" said Ewanick. "Yo-Yo Ma's interpretation is gracefully paired with Hank Corwin's artistic editing and we have done a fantastic job of showing off the sculpted, modern design of the Genesis Coupe."
Rhys Millen flogged a Genesis Coupe for three days during the filming process and the car never missed a beat. The only item that needed to be replaced on the Genesis Coupe was a set of tires.
"The Epic Lap" was created by Goodby, Silverstein & Partners. Both versions of the advertisement will air again during the Academy Awards(R) on February 22 on ABC and on other special events programming. Hyundai will also host an online contest asking consumers to edit their own version of "The Epic Lap." Details will be announced after the Super Bowl.
HYUNDAI GENESIS COUPE HIGHLIGHTS
-- Hyundai's first rear-wheel drive sports car
-- 306-horsepower from enhanced 3.8-liter V6 with premium fuel
-- Standard 220-horsepower turbocharged, intercooled inline four cylinder
with premium fuel
-- Genesis Coupe arrives in the spring of 2009 as a 2010 model
HYUNDAI MOTOR AMERICA
Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through almost 800 dealerships nationwide.
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Reader Comments (Page 1 of 2)
Marshall 7:14PM (12/29/2008)
this car is ugly
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Jonathan 9:44PM (12/29/2008)
I don't know why you're ranked down; I completely agree. The rear window 'kink' is an eye sore, and the tiny grille is way too small considering the Toyota-esque humongous headlights. Seriously, I wouldn't be surprised if the entire front end came from a crumpled up piece of paper in Infiniti's garbage bin.
I must admit I very much like how the shapely c-pillar terminates into a lip spoiler, but that's the coupe's only redeeming quality.
happy_penguin 12:32AM (12/30/2008)
Dunno about that. The interior looks kinda cheap but overall it's not a bad looking car. It has some unique styling to it and I think it works for the car.
David 2:50AM (12/30/2008)
I am afraid I have to agree.
First, it looks WAY too much like the Tiburon did/does.
Second, it's just not a handsome-looking car, and it's way too big, and appears to have horrible sight-lines (i.e. bad blindspots).
I am waiting for Hyundai to make it's interpretation of the MINI Cooper, i.e. Small, Fuel-Efficient, FWD, Loaded and Luxurious (but not retro). When Hyundai makes THAT car, I'll be first in line to buy one. I've been waiting a long time though, and I haven't heard of any such projects lined up down the pike, sadly.
turbocoupe87 5:17PM (12/30/2008)
I think the car looks good and a nice departure from what everyone else is doing. Has some unique styling cues as someone else mentioned. The Genesis Forums had some official press pictures from hyundai that also showed more of the interior, several different colors and even the optional factory spoiler that will come with some versions (http://genesisforums.org/hyundai-genesis-pictures-photochops/345-official-hyundai-pictures-spoiler-teaser.html). I'm not a spoiler guy but other's may really like it.
watdafuk 8:43PM (1/11/2009)
And a Hyundai.... Yuck.
Michael 7:20PM (12/29/2008)
I don't think it looks bad. It looks pretty awesome, actually, in the right color (white).
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Seanross 7:25PM (12/29/2008)
I'd love to check this out. Hopefully they have a driving event again around the country like they did with the 4 door when the coupe comes out.
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Torrent 7:29PM (12/29/2008)
I must say the spoiler helps the rear a lot.
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RxMadness 8:48PM (12/29/2008)
This car is giving me a real bad case of "I want it's".
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Tufast 9:13PM (12/29/2008)
This car is off the chain..
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SteveRB 3:44AM (12/30/2008)
as in ... this is a mutt that got loose?
ConceptVBS 12:01PM (12/30/2008)
#1 car on my shopping list.
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754Boy 9:27PM (12/29/2008)
Man you could swap out that Hyundai grill emblem with a Merecedes one and no one would notice the difference lol. Hot car!
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warsteiner89 1:17AM (12/30/2008)
actually, they would. hyundai is more reliable these days than the mb.
hyundaifans.com 9:17AM (12/30/2008)
Great looking coupe!
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Rick 9:30AM (12/30/2008)
I'm in the 'it looks good' crowd. There are a few off the wall design elements but Hyundai didn't follow Toyota or Honda and ruin the look, it all works together and you end up not minding those pieces.
I like it.
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jt 10:50AM (12/30/2008)
Car looks O.K. at best. In today's market O.K. is just not good enough.
I'll be in the market for that type of auto next year. Camaro is looking better. We'll have to wait and see
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Chris 11:18AM (12/30/2008)
350Z ripoff of the worst kind! Is Hyundai the broken Xerox machine of the autoworld? Can't they come up with a unique design of their own?
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ianw33 12:01PM (12/30/2008)
its a ripoff because its a two door sporty coupe? you might have had a legit argument it you said something about it being similar to the g35 coupe, but it looks nothing like the 350z
all coupes are going to look somewhat the same, there are only so many different was you can make the same type of car.
i think its a good looking car, you don't. if you are going to accuse them of copying a car, why dont you choose a car that it actually resembles?