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.
HYUNDAI GENESIS COUPE HIGHLIGHTS
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