Called Epic PlayDate, the ad's big hook is alt-rock band The Flaming Lips, who not only appear in the ad, but also wrote a new track called Sun Blows Up Today just for the spot. The track is available on iTunes as a single today, and will be a bonus track on their new album called Terror, which comes out in April.
The commercial is meant to sell something, and that something is the new three-row Santa Fe crossover. It follows a day in the life of a family with kids who do all sorts of crazy things, and we're told by Hyundai that the activities in which they partake pay homage to "signature band references" of The Flaming Lips.
We'll let you judge the ad's efficacy for yourself, but not being a die-hard fan of the band, whatever references there were to them flew right over my head. Hyundai is likely just trying to target '80s-era kids who have kids of their own now, and perhaps The Flaming Lips have a few extra hungry mouths to feed as well. Regardless, the tune is catchy and narration is once again provided by The Dude.
Legendary Rock Band Develops Exclusive TrackAvailable for Free Download at Hyundai.com
COSTA MESA, Calif., Jan. 31, 2013 – Building on a tradition of musical collaborations, Hyundai has partnered with legendary alternative rock band, The Flaming Lips, to create a one-of-a-kind song to serve as the rock anthem for its new Super Bowl XLVII commercial, "Epic PlayDate." The new track "Sun Blows Up Today" will be featured as a digital bonus track on the band's newest album, The Terror, slated for release this April. Prior to its television debut during the Super Bowl, "Sun Blows Up Today" is available starting today for free download to the first 100,000 fans at http://www.hyundai.com/.
The new 60-second spot, "Epic PlayDate," airs during the highly anticipated pre-kick time slot and features the all-new seven-passenger Santa Fe, available in dealerships this Spring. The ad takes viewers on an unforgettable journey with the Santa Fe as a key player, packing in fun for the whole family. The Flaming Lips co-star as "one of the family" and partake in various activities that pay homage to signature band references such as giant floating balloon balls, robot costumes, clouds of confetti and more. View the spot here: http://www.youtube.com/watch?v=RnuTO0z_Tcs. Creative was developed by Hyundai's agency of record, INNOCEAN USA, and directed by Jody Hill.
"'Sun Blows Up Today' perfectly captures the rebellious, playful spirit of the parents and communicates the celebration of pure family fun," said Steve Shannon, vice president, Marketing, Hyundai Motor America. "A true musical collaboration in the making, we are thrilled with the end result. The Flaming Lips are masters of reinvention and their unique alternative rock music appeals to our target Santa Fe buyer – young-at-heart parents and families looking for a vehicle to celebrate life's unforgettable moments. The all-new seven-passenger Santa Fe is not just another crossover – its bold design, powerful engine and host of high function features make it the stand out model in its class."
"Sun Blows Up Today" is also currently available for sale on iTunes and is the featured instant grab track. In addition, a lyric video on the new single can be viewed here: http://www.youtube.com/watch?v=IwU-23sGeg4.
"We are thrilled to be part of this cutting-edge campaign which perfectly reflects the symbiotic relationship between rock 'n' roll and advertising," said Lori Feldman, senior vice president, Brand Partnerships and Music Licensing, Warner Bros. Records. "In this case, both teams recombined their collective visions into one cohesive, modern and ultimately fun approach to the creative. This is collaborative brand partnership at its best."
"From the beginning concepting stages of 'Epic PlayDate,' we knew we wanted to partner with a band that was truly iconic and culturally relevant for the Hyundai consumer," said Greg Braun, executive creative director at INNOCEAN USA. "The Flaming Lips are revered by fans for their originality, authenticity, and sheer artistic innovation. These qualities are true to Hyundai's brand and the reason why this collaboration made so much sense."
The Flaming Lips are renowned for their psychedelic alternative rock, one-of-a-kind live events, and numerous collaborative projects with everyone from Pete Townshend and Chris Martin to Ke$ha and Yoko Ono. The band has been nominated for seven Grammy Awards and won three, including two for Best Rock Instrumental Performance. The Flaming Lips songs have garnered mainstream appeal and visibility appearing on many soundtracks, yet they remain an insider's band, with a rabid cult following. Well into their third decade, the band continues on, stronger than ever, playing in festivals and packing auditoriums around the world.
In addition to "Epic PlayDate," Hyundai has released three all-new Super Bowl commercials in advance of the Big Game. View all five game day ads here: http://www.youtube.com/hyundai.
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 820 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.