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Hyundai Elantra Super Bowl commercials – Click above to watch after the jump

Hyundai has purchased no less than four 30-second spots during this year's Super Bowl for what we can only imagine is more money than we'll make in three lifetimes. Two of those commercials will highlight the hot-selling Sonata, while the other two have been reserved to get the word out about Hyundai's redesigned 2011 Elantra.

In fact, the Elantra is part of a much larger marketing campaign that kicks off this weekend with new commercials being aired during the NFL's AFC Championship game. Thing is, you might not be able to tell these commercials are for a Hyundai because they'll be unbranded and not mention the company or car at all.

This, my friends, is how corporations do viral marketing (Hint: You might not want to tell us that you're doing something viral, because then it's not viral anymore). Without mentioning the product they're trying to sell, these pre-Super Bowl commercials being aired during the AFC Championship game, along with more ads in print and on the web, will highlight the conspiracy to brainwash compact car buyers to accept poor design and a dearth of innovation in exchange for practicality and reliability. Then, during the Super Bowl, Hyundai's two Elantra-related commercials will reveal what the rest of the unbranded marketing campaign was really trying to sell. That is, the Elantra. Clever, except for the part where we're told beforehand what the mystery commercials are all about.

Check out the Elantra's two Super Bowl commercials for yourself after the jump.

UPDATE: Hyundai contacted us to clarify a few points. Number one is that these two commercials will air during the AFC Championship game, not the Super Bowl. They are part of four new commercials for the AFC game, and another three new commercials will air during the Super Bowl. Second, all of the TV spots are branded as Hyundai commercials for the Elantra, and only the online ads are unbranded. Sorry for the confusion.

[Source: Hyundai]





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HYUNDAI SUPER BOWL MARKETING CAMPAIGN KICKS OFF IN AFC CHAMPIONSHIP

Ads Satirize Consumer Perception of the Compact Car Segment with a Plea to "Snap Out of It" with the All-New 2011 Elantra

Hyundai Motor America sets the stage for its Super Bowl advertising with an integrated marketing campaign kicking off at the AFC Championship game on Sunday, Jan. 23. All-new spots airing in-game will run as an unbranded, viral campaign breaks online, with print, digital and direct marketing elements rounding out the 360-degree program which builds over two weeks and culminates on Super Bowl Sunday. Two of Hyundai's four 30-second in-game spots will highlight the all-new 2011 Hyundai Elantra with the theme: "Snap Out of It." Two additional spots will feature the hot-selling 2011 Sonata. Hyundai Motor America's agency of record, Innocean Worldwide Americas, developed the new campaign.

Hyundai's "Snap Out of It" campaign addresses years of consumer complacency towards the compact car segment. Through a series of shorts that parody the history of compact car advertising, Hyundai tells the story of the hypnotized consumer mindset, conditioned to purchase compact cars for practicality and reliability, regardless of their uninspired design and limited innovation. Enter the all-new 2011 Elantra, a no-compromise alternative that finally screams "Snap Out of It" in an effort to deprogram those in the compact car trance.

Hyundai's 2011 Super Bowl advertising blitz goes beyond television to include an unbranded, viral campaign through the integration of 10 online spots that reinforce the "Snap Out of It" theme. The online short films discuss the "conspiracy" behind compact car hypnosis and invoke consumer curiosity, generating buzz-building momentum leading up to the Super Bowl. Each of the viral shorts, filmed to look like consumer-generated content or documentary style, direct viewers to a different, unbranded microsite discussing the compact car conspiracy. These short films nor the microsites will be branded or identified until Super Bowl Sunday, and Hyundai will reserve at least two "Snap Out of It" ads to premier in the Big Game.

"Over the years the Super Bowl has provided a great avenue for us to reach a significant audience, and this year we are expanding that reach by jumpstarting the campaign two weeks early during the AFC Championship game," said John Krafcik, president and CEO, Hyundai Motor America. "Having a fully integrated campaign leading up to the Big Game next month will allow us to build a story that makes a dramatic statement befitting a break-through car like the all-new Elantra, which gives consumers license to expect more from the compact segment."

This year marks Hyundai's fourth consecutive as a Super Bowl advertiser, with three in-game ads planned for Super Bowl Sunday, though this is the first time Hyundai has tied its "Big Game" strategy to a program beginning during the divisional championships. To view Hyundai's AFC ads, please visit, www.hyundainews.com/Media_Kits/Video_Clips/.

The 2011 Elantra sets the bar in the compact sedan category offering modern design, outstanding fuel economy, loads of comfort and convenience features at a low starting price of $14,830. Powered by an all-new 1.8-liter "Nu" engine, the fifth generation Elantra boasts best-in-class standard fuel economy of 40 mpg highway. Elantra also continues to lead the industry in standard advanced safety technologies including a new Vehicle Stability Management (VSM) system to optimally manage Electronic Stability Control (ESC). Even with game-changing performance and safety features, the Elantra does not scrimp on design. It offers a "class-above" mid-size car interior volume and mirrors the fluidic sculpture design of its award winning sibling, the all-new Sonata.

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 about 800 dealerships nationwide. All Hyundai vehicles sold in the U.S. are covered by the Hyundai Assurance program, which includes the 5-year/60,000-mile fully transferable new vehicle warranty, Hyundai's 10-year/100,000-mile powertrain warranty and 5-years of complimentary Roadside Assistance.
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  • 35 Comments
      • 4 Years Ago
      Animals in out-of-normal situations are always funny and the use of the sheep along with the large type narrative inserts was very well done. Got my attention and I've been looking at car commercials for a long, long time. Innocean did a good job with the campaign and while it's not breakthrough (notably the second spot with the kids in the cramped kiddie cars), it's entertaining enough. I'd give 'em a strong 7 on a scale of 1-to-10.
      • 4 Years Ago
      The 'predictable' line seems like it could go either way....
      • 4 Years Ago
      WEAK.
      • 4 Years Ago
      Better than recent Toyota and Honda ads. That Toyota kid is annoying as hell and I really wanted to punch Honda's Mr. Opporunity and the Helpful Honda Guys in the face. Hyundai's marketing has been consistently good for several years
      • 4 Years Ago
      Bravo. It's great to see a truly inspired commercial.
      • 4 Years Ago
      I like the sheep commercial a lot!!


      The first thing that came to mind was Toyota. People keep buying the same old Camary and Corolla with the same unappealing style with a very lackluster interior year after year without seeing what else is out there.


        • 4 Years Ago
        Boring or not, there is no denying that those old Corollas and Camrys (not to mention Civics and Accords) are still on the road today vs. the s h itboxes that Hyundai used to churn out. That's the reason people still continue to buy them.

        Give it another decade or two (maybe sooner) and you'll see commercials touting Chinese cars targeting the current sheeple buying Hyundais/KIAs.
      • 4 Years Ago
      I was very encouraged to find this site. I wanted to thank you for this special read. I definitely savored every little bit of it.

      Delhi Escorts
      • 4 Years Ago
      These commercials are funny! I like how funnier and funnier Hyundai commercials are getting during Superbowl!
      • 4 Years Ago
      the sheep commercial is very baaaaaaaaaad
        • 4 Years Ago
        @BuyUSA

        Wait. So in order for a car to be exciting it needs to have at least some chrome, tail fin, V-8, or convertible? You sound like a poser.
        • 4 Years Ago
        @BuyUSA

        I think you're a hard-core Pony / Muscle car fan that just wants CI in everything! And hey, I am too but the Elantra looks nice for a MPG Friendly automobile! Though I'm waiting for the 2012 Ford Focus to see what I get for a commuter car! I reaaally like the Focus!

        • 4 Years Ago
        if it was a fast electric car I'd agree it would be a departure from sheepishness. but it's just another sheep car.
        it's patting the sheep on the head, good sheep. buy more oil and help destroy the planet and fund more wars.
        • 4 Years Ago
        I hope you mean that in a good way.

        The mindless sheep commercial is brilliant. Again another awesome commercial from Hyundai.
        • 4 Years Ago
        @BuyUSA

        All those muscle cars are overweight, underpowered, crude (I mean crude, and not simple) and lack driver involvement. They don't even come close to being fun compared to my Lotus. Someone on here can then say their Ferrari is more fun. So what's your point?

        The new Elantra is an impressive car, and I'd love one as a daily driver. The few others I'd consider if I were buying a new DD today are a Mazda 2 or Ford Fiesta. Instead of having one car that fails to be comfortable, efficient and sporty, I'll have separate cars that do these things very well, but separate.
        • 4 Years Ago
        Both good commercials, but a Hyundai Elantra is far from what I would call and "exciting" car. The Hyundai is really no different from the sea of plastic blandmobiles out there. No chrome, no tail fins, no V-8 engine, no muscle, no convertible, NOTHING truly seperates this car from any other cookie cutter piece of crap out there right now. Only a few cars like the Challenger, Camaro, Mustang, Charger, 300C even come close.
        • 4 Years Ago
        @ BuyUSA

        Of course an Elantra isn't going to be as exciting as a Camaro, Challenger or Mustang. They're Muscle Cars. They don't even come close to competing with the Elantra.
        • 4 Years Ago
        I agree with KeatMP

        Especially after the Honda article, and Toyota, don't think Hyundai wasn't directing that commercial at you also to name two and I could list a few more (although I am a Hyundai fan, respects to Fords campaign over the past few)
      • 4 Years Ago
      They both are awful.... I will never watch them again unless i have to... They were not appealing at alll...
      • 4 Years Ago
      These commercials are much better than the S-Class one Audi created for Mercedes-Benz.
        • 4 Years Ago
        Hate to say it, but I agree...

        These commercials are excellent. Hyundai is becoming my favorite asian brand.
      • 4 Years Ago
      At the second commercial (0:21), it's the interior of KIA Spectra.. Way to go Hyundai for admitting that your car used to be sucked
      (http://www.netcarshow.com/kia/2006-spectra/800x600/wallpaper_09.htm)
        • 4 Years Ago
        Glad to see I'm not the only one who noticed that! :P
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