• Jan 29th 2009 at 6:20PM
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Click above to watch Hyundai's Super Bowl commercials after the jump

This Sunday, Hyundai will debut five new 30-second spots before and during the Super Bowl featuring the Genesis Sedan, Genesis Coupe and the sultry sounds of Billy Corgan and Jimmy Chamberlin from Smashing Pumpkins. We've already mentioned the Rhys Millen ad dubbed "The Epic Lap," but the four other spots, have remained a mystery... until now.

Hit the jump to view the Pikes Peak veteran and Formula D champ flogging the Genesis coupe, along with the other four spots, "Angry Bosses," "Columns," "Commitment" and "Contract."



Hyundai expands advertising on super bowl sunday with "kick-off show" sponsorship

Hyundai Ads Feature "2009 North American Car of the Year" Winner Genesis Sedan, "Hyundai Assurance," and All-New Genesis Coupe

FOUNTAIN VALLEY, Calif., Jan. 27, 2009 – Hyundai Motor America will kick-off Super Bowl advertising with a sponsorship of NBC's Super Bowl XLIII "Kick-Off Show" airing Sunday, February 1, 2009. The sponsorship package includes naming rights and three 30-second spots preceding the game. Hyundai also has two 30-second spots planned for in-game coverage, bringing Hyundai's total exposure during the nation's most-watched sporting event to five 30-second advertising slots.

Hyundai and creative agency Goodby, Silverstein & Partners developed five new ads to fill each Super Bowl Sunday advertising segment. The spots focus on three distinct messages: Hyundai's next exciting model introduction, the 2010 Genesis Coupe launching this spring; Hyundai's newest consumer program called "Hyundai Assurance;" and the Genesis sedan's "2009 North American Car of the Year" honor.

Honoring its all-new flagship sedan, the pre-game show will be named the "Kick-Off Show Presented by the Hyundai Genesis, '2009 North American Car of the Year.'" One pre-game spot will pay tribute to the Genesis sedan, while teasing the Genesis Coupe. The Genesis Coupe debut, which features a soundtrack scored and performed by Billy Corgan and Jimmy Chamberlin from rock band Smashing Pumpkins, will set the tone for kick off when it airs just before game time. A new spot featuring "Hyundai Assurance" will round out Hyundai's pre-game advertising.

Hyundai's two in-game positions include one second-quarter spot (7Z) and one third-quarter spot (20A). Hyundai has selected another ad featuring the Genesis Sedan's "2009 North American Car of the Year" win titled "Bosses" for the second quarter slot. The third quarter slot will feature the Assurance Program with a new ad called "Contract."

"In any given year, I'd be happy to have one of these three stories to include in Super Bowl advertising, so this is like a perfect storm," said Joel Ewanick, vice president, Marketing, Hyundai Motor America. "We feel that the collection of ads strike the right emotional tones, blending enthusiasm, honesty and a little humor to share the great news about Genesis sedan, debut Genesis Coupe and communicate our most timely value proposition, Hyundai Assurance."

Hyundai Genesis took top honors in the most exclusive award in the North American auto industry when it was named "2009 North American Car of the Year" on January 11, 2009. A jury of 50 independent automotive journalists evaluated all the new cars introduced last year and chose the 2009 Hyundai Genesis as the best new model.

The Genesis Coupe's advertising debut sets the perfect tone for kick off featuring a musical performance by Smashing Pumpkins lead singer Billy Corgan and drummer Jimmy Chamberlin. Precision driving is performed by Rhys Millen, a Pike's Peak world record holder, Formula-D champion and professional driver. Genesis Coupe will be the second-consecutive all-new Hyundai model introduced on Super Bowl Sunday, following the Genesis sedan's debut last year. The campaign includes an online component at www.EditYourOwn.com which allows visitors to create their own version of a Genesis Coupe ad, to be shared with friends and posted to social networking sites.

Hyundai Assurance offers to repurchase any new Hyundai leased or financed if the owner unexpectedly looses his/her income. Advertising for Hyundai Assurance broke January 3 and 4, 2009 during National Football League playoff games and is showing strong consumer interest in its initial weeks. For full details about Hyundai Assurance, visit: www.HyundaiAssurance.com.

Smashing Pumpkins Scores Soundtrack for New Sport Coupe Introduction

FOUNTAIN VALLEY, Calif., Jan. 27, 2009 – Hyundai Motor America enlisted Smashing Pumpkins lead singer Billy Corgan and drummer Jimmy Chamberlin to provide a rock soundtrack befitting the all-new Genesis Coupe in its debut national advertising campaign. The Smashing Pumpkins band members and cellist Yo-Yo Ma will each perform songs to accompany uniquely edited 30-second spots, tailored to their brand of music by editor Hank Corwin. Hyundai selected the Smashing Pumpkins spot to be featured immediately before the kick off of Super Bowl XLIII on Sunday, February 1, 2009. Hyundai has a total of five 30-second spots – three during NBC's "Kick-Off Show" and two in-game spots during the Super Bowl broadcast. The Yo-Yo Ma version will debut in the coming weeks.

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 both artists.

Smashing Pumpkins scored a new track titled "FOL," to serve as the soundtrack for its version of "The Epic Lap." Yo-Yo Ma's version will feature a beautiful solo of "Gigue" from Bach's Suite No. 3 in C Major.

"The combination of Hyundai's exciting new Genesis Coupe matched with music performed by Smashing Pumpkins offers the perfect 'kick-off' to Super Bowl advertising," said Joel Ewanick, vice president, Marketing, Hyundai Motor America. "From rock to classical, our Genesis Coupe ads demonstrate the two personalities of the car, which was designed for all types of driving enthusiasts."

Genesis Coupe follows in the footsteps of the recently named "2009 North American Car of the Year" Genesis sedan, sharing its rear-wheel drive architecture and independent rear suspension sure to appeal to true driving enthusiasts. 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.

Hyundai's Genesis Coupe ads were shot at Road Atlanta in northeast Georgia and feature racecar driver Millen testing the upper limits of the car's awesome abilities on the 2.54-mile, 12-turn world class road course.

"The Epic Lap" was created by Goodby, Silverstein & Partners. Hyundai will also offer consumers an opportunity to edit their own version of "The Epic Lap" at www.EditYourOwn.com, which can be posted to social networking sites and shared with friends.


Shares rear-wheel-drive architecture with Genesis sedan, the "2009 North American Car of the Year"
Hyundai's first rear-wheel drive sport coupe
306-horsepower from enhanced 3.8-liter V6
Standard 210-horsepower turbocharged, intercooled inline four cylinder
Genesis Coupe arrives in the spring of 2009 as a 2010 model

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    • 1 Second Ago
      • 6 Years Ago
      The commercial with the Germans and the Japanese was great.

      Though even the voiceover guy isn't pronouncing it right either...
        • 6 Years Ago
        I was laughing at the lexus/bmw one. Pretty good commercial - holds a bit of truth to it too.

        I still have yet to drive a genesis though, really would like to try out the sedan and coupe in the near future :)
        • 6 Years Ago
        I'm at work in a no noise environment -- do you mean they're saying "HUN-day" to try to make it sound like a real car manufacturer and not a cheapskate tin box nastymobile? Or are they really saying "high-UN-die" for a change?

        I think it's funny that they have another brand called "killed in action", and they spell it with Greek letters as "KIL". Hilarious, for a given value of "humour".
      • 6 Years Ago
      The ONLY Hyundai that I like is the Azura Limited, in white with cashmire leather & the gold exterior nameplates. It's a classy looking car for $30,000.
      Genesis looks too "egg shaped" for me.
      • 6 Years Ago
      Looks more like the Jaguar XK concept than the Jaguar XK. (Sorry dont remember the name whatever it was advanced aluminum yadayada)
      • 6 Years Ago
      I am looking forward to the ad for the Genesis! The only thing that I did not agree with inside the car that it is not equipped with gadgets like the G37. Other than that I give it a 8/10 and probably will be the next car I drive.
      • 6 Years Ago
      If you guys want to learn more about the Genesis Coupe please join us at

      • 6 Years Ago
      Having had two exchange students from South Korea live with me during separate school years and my brother speaking fluent Korean and attending a university in Seoul, I can tell you even the announcer is mispronouncing it. It doesn't sound anything like Sunday or 'High-un-day(die)'... It's more like 'He-yun-day', said fluently in one breath.

      So remember, if you ever try to correct someone when mispronouncing Hyundai, please know how to say it yourself...
        • 6 Years Ago
        There isn't one absolute way to pronounce it. It's pronounced Hun-day here in the states. It's pronounced He-yun-day in Korea.

        Just like Americans find it proper to say alu-minum. You don't here people in states saying a-lu-minium, even though that's how the English pronounce it. And I do believe, they came up with that word first.
      • 6 Years Ago
      The Bosses ad was HILARIOUS and I personally loved it. The third one(teasing at the coupe) was also cool. The First one was decent and the last two were "meh" as a car guy, but will do well for their image.
      • 6 Years Ago
      This car is going to sell a LOT - more so than the Genesis sedan.. Just watch.. This coupe is going to be a hit...

      Sal Collaziano

        • 6 Years Ago
        There's a fan club out there for just about everything...

        Sal C.
        • 6 Years Ago
        And still I can't get over the idea of a Hyundia or Genesis fan club. Sales of pocket protectors and horn rimmed glasses will no doubt have a resurgence.
        Needless to say rentals of "Revenge of the Nerds" video rentals will skyrocket in Beta format.

        Pocket Protector: $2.99
        Horned rim glasses: $49.95
        Revenge of the Nerds rental: $2.99
        Laughing at Hyundai fan club: PRICELESS
      • 6 Years Ago
      In other news, it looks like the Elantra Touring makes its TV debut in the first Hyundai Assurance ad around the 30-33 sec mark.
      • 6 Years Ago
      Spot #2 is hilarious.

      The axis are mad.
      • 6 Years Ago
      My father pronounces it Hyundie.
      • 6 Years Ago
      Hyundai means "contemporary" or "modern" in Korean.
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