A few months ago, Steve Shannon, vice president of marketing at Hyundai said the brand would tailor its Super Bowl commercials to the game, instead of focusing just on features, and with this peppy quip: "We're making Super Bowl spots. We need to get that headset on. The bar is high."

The first three ads are, and in one of them, "All for One," a designer needs a little extra support getting a job done. He gets it from his coworkers. And plant workers at Hyundai's Montgomery, Alabama facility. And Rocky. Follow the jump to check that one out along with "Cheetah" (pictured) that features the 2012 Veloster Turbo and "Think Fast," which introduces the revamped Genesis Coupe R-Spec You'll also find the press release describing Hyundai's Super Bowl gameplan and find link links to watch the behind-the-scenes videos for each, as well.









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HYUNDAI TAKES HIGH PERFORMANCE APPROACH TO SUPER BOWL XLVI MARKETING CAMPAIGN
Hyundai Tackles Big Game with Five Spots Spanning Pre-game, Pre-kick and In-game Ads


COSTA MESA, Calif., Jan. 30, 2012 – Hyundai, in its fifth consecutive year as a Super Bowl advertiser, will launch five total game-day ads on February 5, including two pre-game spots, one in the highly rated pre-kick time slot and two ads slated for in-game air time. The general theme of the day focuses on elements that drive the Hyundai brand and culture, with the two in-game ads highlighting performance characteristics – bolstering a brand attribute that Hyundai doesn't often emphasize. The campaign features interactive and digital content throughout, including outtakes, online extensions and social media engagement to extend the reach of the program. Creative was developed by Hyundai's agency of record, Innocean Worldwide Americas.

"Cheetah," a 30-second spot slated for the first quarter, features a caged cheetah set to race a new 201-horsepower Veloster Turbo on a long stretch of open road. The car launches and the cage opens, but just a few yards into the race, the cat realizes he's met his match as the car speeds ahead. The competitive cheetah then takes his frustration out on his handler. View the spot here: http://www.youtube.com/hyundaiUSA?x=us_game_6728.

"Think Fast," a 30-second spot slated for the fourth quarter of the game, introduces a character that will star in Hyundai's social media efforts named Bob. In this vignette, a young professional is driving his boss, Bob, a seasoned business pro, in his Genesis Coupe R-Spec. Bob is about to deliver a pearl of wisdom when he falls unconscious. The young driver hits the brakes hard, then throws his Genesis Coupe into drive repeatedly, generating enough force to revive Bob, at which time he delivers his piece of advice unphased by his apparent health scare. View the spot here: http://www.youtube.com/hyundaiUSA?x=us_game_6729.

The audience can see more of "Bob's High-Powered Business Tips" by visiting Hyundai's YouTube Channel (www.YouTube.com/Hyundai).

"In developing this year's in-game creative, we recognized the brand has built a strong reputation for great value, fuel economy, warranty, safety and quality – all the rational attributes for buying a vehicle. Typically, Hyundai hasn't been top-of-mind with shoppers looking for performance and modern design – attributes that inspire an emotional connection," said Steve, Shannon, vice president of Marketing, Hyundai Motor America. "However, the just-announced Veloster Turbo and restyled Genesis Coupe R-Spec supply the lineup with plenty of performance credentials for a youthful audience looking to complement great design and features with cars that are fun to drive."

Hyundai's Super Bowl commitment includes the coveted pre-kick time slot, literally seconds before the game begins. Hyundai has developed a very important 60-second spot which truly highlights Hyundai's motivation to succeed. The spot, titled "All For One," reveals what drives Hyundai and its employees to relentlessly pursue making the best products possible.

Hyundai's founding chairman, Chung Ju-Yung, inspired this ad with his regular response when told challenges were too great to overcome. He simply asked: "Have you tried?" Inspired by the words of determination and encouragement, the spot captures the spirit that drives Hyundai. Against the backdrop of an iconic, internationally recognized song ("Gonna Fly Now" from the movie "Rocky" written by Bill Conti, Carol Connors and Ayn Robbins), Hyundai team members hum and sing along, demonstrating teamwork and encouragement when a co-worker needs a little support.

The ad features almost 200 actual Hyundai team members, trained by a vocal coach, and was filmed at Hyundai Motor Manufacturing Alabama, in Montgomery, Ala., which produces more than 300,000 Sonata and Elantra sedans each year. View the spot and "making of" video here: http://www.youtube.com/hyundaiUSA?x=us_game_6727.

Finally, to round out the game-day lineup, Hyundai will celebrate its 2012 North American Car of the Year victory for Elantra with a new 30-second spot called "Victory Lap." The Elantra earned the prestigious award from a jury of 50 independent automotive media in early January. "Faster Acting" showcases the new 429-horsepower Genesis R-Spec sedan and furthers the theme of performance which bridges the pre-game spots with the in-game ads.

HYUNDAI MOTOR AMERICA
Hyundai Motor America, headquartered in Costa Mesa, 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 more than 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 five years of complimentary Roadside Assistance.

For more details on Hyundai Assurance, please visit www.HyundaiAssurance.com


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    • 1 Second Ago
  • 34 Comments
      michaelJ
      • 2 Years Ago
      They're off their game with those 3...their marketing genius left to go to GM and it shows.
      mikemaj82
      • 2 Years Ago
      thanks. I'll stick with American muscle.
        EvilTollMan
        • 2 Years Ago
        @mikemaj82
        derp derp derp derp derp derp derp derp, that's what I heard in your comment.
      • 2 Years Ago
      [blocked]
        Varcity
        • 2 Years Ago
        That wasn't the turbo model that they tested. The turbo model has the best power to weight in its class, but go on, continue making ignorant jokes.
          • 2 Years Ago
          @Varcity
          [blocked]
        Elmo
        • 2 Years Ago
        Oh look, the typical troll making broken record comments...
          • 2 Years Ago
          @Elmo
          [blocked]
      • 2 Years Ago
      [blocked]
        desinerd1
        • 2 Years Ago
        that reminds me, Honda is being sued in California because the customers are getting 32mpg combined compared to advertised 42mpg. Any thoughts? http://www.autoblog.com/2012/01/30/as-civic-hybrid-mileage-lawsuit-continues-honda-shows-up/
      RodRAEG
      • 2 Years Ago
      Considering the cheetah can hit 60mph wayyyyyyy faster than the Hyundai Celoster Turbo, that commercial seems kinda silly.
        Hazdaz
        • 2 Years Ago
        @RodRAEG
        They can hit 60 in UNDER 3 seconds, so its not just faster than the Veloster, but faster than just about any car out there. A Veyron SS needs just OVER 3 seconds.
        EB110Americana
        • 2 Years Ago
        @RodRAEG
        Yeah, but no room for groceries.
        RodRAEG
        • 2 Years Ago
        @RodRAEG
        *Veloster
      gnvlscdt23f
      • 2 Years Ago
      We're to believe that Hyundai has a design center in the Alabama plant??
        navypond
        • 2 Years Ago
        @gnvlscdt23f
        CAL
        Elmo
        • 2 Years Ago
        @gnvlscdt23f
        They do...
          gnvlscdt23f
          • 2 Years Ago
          @Elmo
          Really? Even the plant's own site only refers to the CA design center. Maybe you should let them know they out to find the Montgomery one and add it to their site.
      A M
      • 2 Years Ago
      I dunno, I like the heart attack commercial.
      anonymous guy
      • 2 Years Ago
      The Cheetah commercial made me laugh. Although, it kind of looked like there was going to be some bromance at first, it turned out to be pretty entertaining. My first thought was, "Get in the cage!"
      taeles
      • 2 Years Ago
      First and third commercials, meh. Second one though, hahah!
      RedHoodJT
      • 2 Years Ago
      That last commercial was funny! Except I'm digging the new front end...but why not change the rear end!?
      Crux FiveTen
      • 2 Years Ago
      Hyundei.... Piece of sh*t but fun commercial.
      RJLouro
      • 2 Years Ago
      Isn't the voice at the end from Jeff Bridges?
        XJ Yamaha
        • 2 Years Ago
        @RJLouro
        As far I know Jeff Bridges narrates all the Hyundai commercials. I think he also does Duracell, not sure.
          Elmo
          • 2 Years Ago
          @XJ Yamaha
          Yup, Jeff Bridges does both. Is it pathetic that I can name all the voice over actors in a lot of the commercials these days lol? By the way, whatever happened to Patrick Dempsey doing the Mazda commercial? The Mazda3 "Prison" commercial is done by a totally different person.
        AssassinX
        • 2 Years Ago
        @RJLouro
        Yes, they have been using him since the Genesis sedan spot years ago during the Super Bowl.
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