Superbowl-ads.com Article Archive

As the 2013 Super Bowl approaches, the excitement over the game is only matched by the mainstream attention that now surrounds the ads and commercials that will air during the actual San Francisco 49ers and Baltimore Ravens matchup.

These commercials have taken on a life of their own over the last decade.

With advertisers realizing that vast numbers of fans will tune in Sunday—both hardcore NFL addicts and casual football enthusiasts—the products they are selling must appeal to a wide variety of possible customers from all different demographics.

Hyundai

Pepsi Next

Volkswagen

Read more at : Bleacher Report

RALEIGH, N.C. Jan. 30, 2013 /WireWireNews/ — Bikers who are portrayed as negative stereotypes are banding together in protest of the commercials being broadcast during Super Bowl XLVII.

The members of the organization “Bikers and Beards Against Media Stereotyping” or BBAMS (Twitter hashtag #BBAMS) are angry about the way they are depicted in many of this year Super Bowl commercials. They site the numerous negative representations from many of the advertisers and are calling for a boycott of the products that they advertise. The organizations leader, Ken Phipps is urging his fellow comrades to join in the fight.

“I’m sick of being portrayed as the bad guy”, says Phipps “We’ve been kicked around and bashed by the media for too long, it’s time to revolt.” “Advertisers, ad agencies and Hollywood … enough is enough” he continued, “hey Hyundai, it’s time for you and your little puny ad execs to back off!”

He sites the numerous instances that are going to be broadcast during the big game that he’s seen previewed before the game at SuperBowl-Ads.com.

Here are some of the examples from this year’s game where the organization feels that they are being portrayed as negative stereotypes this year.

In Hyundai’s ad ‘Epic Playdate’, Phipps said, “Clearly, in this ad the dad feels that he needs to speed away, from people like us. Even his kids are shown frightened. It’s sending the wrong message.”

Coca-Cola’s “CokeChase” and Hundai’s “Gaspocalypse” Super Bowl Ad For Canadian HalfTime, clearly depict bikers in a negative way. “I’m surprised the Vegas showgirls aren’t pissed off too”, says Phipps.

Hundai’s “Gaspocalypse”

Coca-Cola’s CokeChase

Phipps said, “I haven’t seen all of this Lincoln one yet, but I can just tell it’s gonna make me puke.”

Lincoln’s #SteerTheScript campaign

“Come on… really? – another Hyundai ad?!” said Phipps.

Hyundai’s Sonata Turbo

Phipps also noted that other examples can be found at SuperBowl-Ads.com in the 15 years of Super Bowl commercial history.

“There’s a Ford Trucks one from 2005 if you go to the post ‘Watch the top Super Bowl commercials from the past 15 years and click on 2005 it’s on the right second one down,” said Phipps ” We’re the butt of a wimpy joke. It just aint right. ”

“Can’t you just use some talking animal, or a kick to the crotch to get your point across”, he concluded.

It’s time to round up the team with the new 7-passenger Santa Fe from Hyundai. See more at http://www.hyundaiusa.com

The 60-second spot features the psychadelic rockers “The Flaming Lips” playing their new tune written specifically for the commercial, “Sun Blows Up Today,” as well as a family experiencing what might be the best day ever — complete with an enormous stack of pancakes, extreme skateboarding, shenanigans at a natural history museum, a scary group of bikers, a giant hamster ball/bubble (naturally), and a pair of fighting robots, though Yoshimi seems to be nowhere in sight. They also ride around in a Hyundai a lot because, well, you know.

For the second year in a row, Hyundai is dialing up the entertainment value of the Super Bowl by producing a unique TV commercial which targets Canadian viewers.

As North America’s premier sports and entertainment event, the Super Bowl attracts a huge audience. Some 50 percent of Canadian households tune-in for the Super Bowl commercials as much as the game itself. But due to the practice of signal substitution which sees US Super Bowl commercials replaced with Canadian commercials, Canadian viewers are robbed and must settle for a stream of current Canadian TV commercials. With some exceptions, however.

“We are thrilled to be one of the few Canadian companies committed to creating a unique commercial for the 2013 Super Bowl. There is no bigger stage than the Super Bowl to make a statement about one of our products and its advanced technology,” said John Vernile, HACC’s Vice President of Marketing. “We decided to invest in this commercial to entertain our viewers but at the same time, to inform them that we have a world-class hybrid sedan.”

Taking a different tack this year, Hyundai will not keep Super Bowl lovers waiting until game day but is posting the commercial online today. And to maximize entertainment value and help stoke conversations around office water coolers and chat rooms, two versions with different endings will be released for the benefit of the online community. Canadians can now view the two different cuts online at www.YouTube.com/HyundaiCanada or www.Facebook.com/HyundaiCanada in advance of this Sunday’s broadcast.

The 60-second TV spot, created by HACC’s advertising agency Innocean Worldwide Canada, features the Sonata Hybrid in a post-apocalyptic chase scene with an epic, cinematic feel. Director Benji Weinstein (Steam Films) assembled a crew of Hollywood’s best stunt drivers and stunt coordinators whose credits include Kill Bill, Transporter 2, The Amazing Spiderman, The Green Hornet…to name just a few. World renowned cinematographer Amira Mokri (The Fast and the Furious) brought the action to life. It’s an action packed, engaging 60 seconds with a fun ending, all attributed to a key Hyundai feature – fuel economy.

The commercial is expected to air during the highly-anticipated Half Time Show. “The Super Bowl has evolved to become an all-round entertaining event for the viewers. But the Half Time Show historically gathers the whole family in front of the television, so it only made sense to air our commercial when the most viewers are expected to tune-in,” said Vernile. “I have no doubt that Canadians will appreciate that Hyundai took the extra step to ‘up’ the entertainment factor of the Super Bowl broadcast in this country with our own, unique ad.”

With more than 100 million viewers expected to watch the Super Bowl in North America and more than 14 million in Canada alone, the ad speaks to the sophisticated urbanite that is conscious of style, quality, and price, while motivated by value-packed, fuel efficient vehicles.

Brand Keys Survey Shows 60% of Super Bowl Advertisers Will Score ROI

Doritos, Taco Bell and Axe Score Big –
E*trade, Budweiser and Lincoln Tie –
Century 21, Kia, Best Buy and Wheat Thins Fumble

Not all TV programs fit all brands – even if that program is the Super Bowl. But the 11th annual Super Bowl Engagement Survey, conducted by Brand Keys (www.brandkeys.com), a New York-based brand and customer loyalty research consultancy, reports that nearly 60% of Super Bowl XLVII advertisers will see real returns on their sizeable investments.

“The Super Bowl has long been a showcase of ‘creative’ advertising and ‘buy big’ audiences. But ultimately all advertising should be judged not on how it entertains but how it performs off the field. Does the ad engage customers, drive positive behavior, sales, and build brand equity,” said Robert Passikoff, Brand Keys’ president. “Awareness is what you get for your money in a game known as much for the payers as for the players, where it can cost more than $126,000 per second to run an ad.”

The 2013 Brand Keys Super Bowl Engagement Survey was conducted January 26th and 27th, a week before the February 3rd game, polling a national sample of 1,500 men and women, 18 to 65 years of age, who indicated that they are going to watch Super Bowl XLVII. The research examined 31 brands reported in industry publications as Super Bowl advertisers and determined to what degree brand values were affected by the Super Bowl venue. Advertisers are classified, as “winners” (+5 or more brand equity points), “losers” (-5 or more brand equity points), or “tied” (brand values were left unaffected by the Super Bowl venue, “a kind of advertising ‘no harm, no foul,’“ said Passikoff, with results (listed alphabetically) as follows:

Winners

Doritos +14
Taco Bell +13
Axe +12
Coke +11
Pizza Hut +11
Cars.com +10
M&M’s +10
GoDaddy.com +9
Hyundai +9
Wonderful Pistachios +9
Audi +8
Mercedes-Benz +8
Pepsi +7
Oreo +6
Soda Stream +6
Mio +5
Skechers +5
Toyota +5

Losers

Century 21 -9
Best Buy -8
Kia -6
Wheat Thins -5

Ties

Anheuser-Busch -0-
Etrade -0-
Fiat -0-
Gildan -0-
Lincoln -0-
Milk -0-
Samsung -0-
Tide -0-
Volkswagen -0-

“The flattening of the playing field has not been lost on advertisers, who increasingly have moved to create up-front buzz for their ads, knowing their ads will get noticed – sometimes more than actual plays in the game – along with everyone else’s,” said Passikoff. “Brands like GoDaddy.com and Coke have been posting sneak peeks of the ads that will ‘preview’ on game night.”

The Super Bowl Engagement Survey, like the Brand Keys Customer Loyalty Engagement Index predictively measures respondents’ true reactions to brands within the context of the medium. Results correlate highly with consumer behavior, and have been validated as reliable predictors of future brand purchase or consideration. “Think of it as identifying how the media reinforces – or in some cases even detracts from – brand values,” said Brand Keys’ Passikoff.

“This is more than Monday-morning, creative quarterbacking. Day-after creative reviews are always interesting, and a lot of talk may be generated by the entertainment value of the ads. And that’s fine, but it’s not enough. What an advertiser buys when it buys the Super Bowl is attention,” said Passikoff. “That’s a given, and an important doorway to walk through. You need folks to see your message. But when the brand gets into people’s living rooms, if its story is not engaging to consumers, if it can’t create real value for the consumer, the brand has just spent a ton of money for some morning-after buzz and no buy.”

More and more clients really want to know more than they were just seen. “With 30-second spots selling for $3.7-4 million this year on top of production costs, it should be a whole new game when it comes to ad effectiveness and ROI. You’re talking about ‘engagement,” said Passikoff. “And because engagement assessments are separate and apart from how many eyeballs were watching, and certainly entertainment, they’re a reliable ‘reality check’ that lets advertisers know how super their media buys will actually be.”

The final score: brand engagement is vastly different from being watched, being entertained, or being talked about. “A laugh, a sigh, or a tweet aren’t really acceptable returns on an investment this size,” noted Passikoff. “There may not be an ‘I’ in ‘team,’ but there is one in Return-On-Investment.”

Contact Brand Keys
Robert Passikoff
Email: Robertp@BradKeys.com
212 532 – 6028 x13

Contact: VISIBILITY
Len Stein
cel 914 527 3708
Lens@VisibilityPR.com
www.VisibilityPR.com

With 429 hp, it’s a little easy to get carried away in the Hyundai Genesis 5.0 R-Spec. See for yourself at https://www.hyundaiusa.com/genesis.

Being in front is just one of the many perks that comes with the Sonata Turbo and its 274-hp engine. Learn more at https://www.hyundaiusa.com/sonata.

In its sixth consecutive year as a Super Bowl advertiser, Hyundai tackles the Big Game action with five game-day ads, including four all-new spots. Two of the new ads are slotted for the pre-game show and two are scheduled to air in-game. With clever interpretations of real life moments that position a Hyundai vehicle as the ultimate sidekick and partner-in-fun, Hyundai aims to take a tongue-in-cheek approach to Super Bowl advertising. The spots use humor to highlight vehicle performance and function in a fun and memorable way. Creative was developed by Hyundai’s agency of record, INNOCEAN USA.

Headlining the Super Bowl advertising blitz is Hyundai’s 60-second pre-kick spot titled “Epic PlayDate.” Inspired and made possible by the all-new seven-passenger Santa Fe, the ad takes viewers on an unforgettable and epic play date with the Santa Fe as a key player, packing in fun for the whole family. The ad features a cameo and soundtrack of a brand new track written exclusively for Hyundai by a legendary alternative rock band.

“Team,” a 30-second in-game spot running in the first quarter, is a pint-sized ode to the action movie genre. A unique twist on a classic ‘tables turned’ tale, we follow a young boy as he recruits his own dream team to take on the neighborhood troublemakers. The all-new seven-passenger Santa Fe once again takes an active role helping the young boy and his mom gather a team to step up to the challenge.

“Stuck,” a 30-second in-game spot running in the second quarter, takes viewers on a classic American road trip. In a tale told with observational humor and a little bit of empathy, viewers are taken on a journey through the eyes of a young couple as they encounter and get “stuck” behind some unexpected things on the road. But through it all, the Sonata Turbo allows them to dodge and quickly pass the obstacles with ease.

The fourth 30-second spot, “Excited,” airs during the pre-game show with a voiceover any true sports driving enthusiast will recognize. The commercial features a 429-horsepower, 8-speed Genesis R-Spec racing around a track as the dramatic play-by-play is voiced by the eminently passionate sportscaster, Gus Johnson.

“Cars have become more than just a means of transportation – they can play an active role in empowering us throughout our everyday adventures, large and small,” said Steve, Shannon, vice president of Marketing, Hyundai Motor America. “This year we developed a creative campaign that demonstrates the many ways that Hyundai is ‘there for you’ as a true partner-in-fun. Whether it’s swiftly and safely maneuvering the unforgiving road in a Sonata Turbo or piling everyone in the Santa Fe for the ultimate play date, Hyundai is the perfect companion throughout all life’s experiences.”

The fifth and final spot “Don’t Tell”, which cleverly celebrates quality family time with Mom and Dad, will air during the pre-game show.

The all-new Santa Fe is the most valuable player this year, starring in three of the five Super Bowl advertisements. Santa Fe delivers Hyundai’s recipe of bold design, high-output powertrains with Gasoline Direct Injection (GDI) and a host of features to please drivers and passengers with high expectations for functionality, versatility and comfort.

“The creative for this year’s Super Bowl is the most innovative work we have created for Hyundai to date,” said Greg Braun, executive creative director at INNOCEAN USA. “Hyundai connects with consumers by continuously being culturally relevant, and these new spots are a clear expression of that notion. Our Super Bowl campaign as a whole is meant to tell fun, relatable stories that depict our heroes – the people who drive our cars – and ultimately relay the message that Hyundai vehicles enable and inspire them to participate in the fun moments in life.”

Hyundai is also leveraging various social media channels to add an interactive element to the campaign that will drive additional anticipation and awareness for the Super Bowl spots. Using the social power of Facebook, Hyundai offers viewers an entertaining dual-screen experience that really allows them to get in the game.

Here, in alphabetical order, are more than 90 percent of the players:

AB InBev, parent company of Budweiser, a perennial Super Bowl advertiser, will be back. In the past, they’ve been among the funniest and most memorable brands in the broadcast, but with this year’s marketing strategy combining hip-hop music and introduction of a new pseudo-craft beer, Black Crown, don’t count on history repeating itself. Not only will hip-hopper Jay-Z be on camera, but he’ll also have a hand in the creartive as well. They’ve also done multi-year deals for the air time, so they won’t be paying the full $3.7 million freight.

Audi of America will run one 60-second spot, their sixth Super Bowl appearance in as many years. Agency Venables, Bell and Partners is still working on the creative and production.

AXE will run one 30-second spot, entitled “Lifeguard,” that includes a “twist” at the end that “aligns with a creative campaign” that will kick off in the new year. The ads will be created by BBH London.

Best Buy hired a new agency, Crispin Porter & Bogusky, to do the television and related social marketing.

Cars.com will return with a :30. “There is no better platform,” marketing vp Linda Bartman told USA Today. That’s good, because at $3.7 million plus production costs, there’s no more expensive one. They, too, have a new agency, having replaced DDB with McGarryBowen in May. Their :30 will probably show how shopping on their website makes car buying a better experience. (Hey, anything that avoids showrooms and car salesmen is an improvement.)

Century 21 will run one :30 in the third quarter. Phildelphia agency Red Tettemer and Partners is still working on it.

Coke – After years of advertising with computer-generated polar bears in Super Bowl spots and after having printed them on all their soda cans, Coca-Cola has killed off the bears from their three new 30-second commercials. Nobody tell the global warmists.

Doritos for the seventh consecutive year, will once again be taking the cheap, easy way out, running the best amateur-produced commercial, as determined by USA Today’s Ad Meter consumer poll.

Fiat The re-invading Italian brand made a surprise splash in this year’s Super Bowl with its “Seduction” spot, previously seen in Italy, starring supermodel Catrinel Menghia. She returns in one of a handful of new Fiat commercials that CMO Olivier Francois showed at the Los Angeles Auto Show last week as potential spots that the brand will show during its Super Bowl commitment. The new seductive spot starring Menghia is on behalf of a new convertible Fiat 500 Abarth Cabrio. It depicts a scorpion making its way up the back of the bikini-clad model and then using its pincers to make a strategic snip. “Small, wicked … and now topless,” the ad says.

Ford whose sales of the Lincoln nameplate have been in a death spiral (down 63%) since 1990, will run a 60-second spot (almost $8 million worth of air time) to revive the brand by showing dead people. In the belief that history sells cars, the spot will feature an Abraham Lincoln lookalike stepping out of the mist, vintage Lincolns, and deceased Lincoln owners Clark Gable and Dean Martin leaning against front fender of the new MKZ through the magic of computer imagery. This is supposed to be an attempt to reach out to younger drivers, who probably never saw either Gable or Martin in their lifetimes.

GoDaddy is showing signs of growing up. For the first time ever, their advertising’s being done by a professional agency – Deutsch New York – and will graduate from prepubescent male fantasies of mostly undressed women to (gasp!) content and product. Indy car driver Danica Patrick, who’s been missing from their rebranding campaign, may or may not return. “We are working on the fourth quarter work now,” Val DiFebo, Deutsch New York’s CEO, told Business Insider, “and exploring that option, if there’s a way to do that.”

Hyundai has their internal agency, Inocean, is working on the advertising. The car manufacturer aired two :30s this year.

Kia will be back for the fourth year in a row. “The game has proven to be a powerful tool in our efforts to raise awareness and perception for the Kia brand,” according to marketing evp Michael Sprague.

Mercedes-Benz which advertised in 2011 but skipped this year, will be back with a fourth-quarter commercial of as yet unannounced length. Hey, when your name’s on the stadium, you kinda have to. Or, as spokeswoman Donna Boland put it more nicely, “It’s a big product year for us next year and the game will be played in the Mercedes-Benz Superdome, so all the planets are in alignment.” Rapper Usher is expected to be on-camera talent.

Pepsi is sponsoring the half-time show.

Samsung commercial will be created and produced by agency 72andSunny, where the longtime Apple creative director bolted after the disastrous “Genius” campaign.

Skechers will be running, but nobody knows what length, which quarter or what message yet.

SodaStream scheduled to air it’s ad during the fourth quarter of the game when people are most likely to notice the growing piles of bottles and cans strewn about the room and filling up their trash.

Volkswagen It must be a bad year for animals. Coke’s killed the polar bears, and VW’s abandoning the dog.

Read More at: Examiner.com

From Anheuser Busch to Volkswagen, Ads Are Shaping Up for the Big Game.

As CBS works to sell the last handful of spots for its 2013 broadcast of Super Bowl XLVII from New Orleans, Ad Age is posting its annual chart of which advertisers are buying into the event and what is known of their plans. With ad packages going for an average of $3.7 million to $3.8 million, the Super Bowl represents perhaps the biggest investment a marketer may make in a single media property all year.

The usual coterie of big sponsors is more or less on board again in 2013 — hello, Pepsi! hello Bud Light! — accompanied by opportunistic, smaller brands that want to make a big splash, such as Century 21 and GoDaddy.com, both of which are also returning to the game.

Read More at: AdAge

It’s a bit presumptuous to start thinking about your NFL team’s place in Super Bowl XLVII, but advertisers are already claiming their spots for the big game.

We’re less than halfway through the professional football season, and already Anheuser-Busch InBev, PepsiCo, Audi, Hyundai/Kia, Cars.com and GoDaddy.com have purchased Super Bowl air time on CBS. The game isn’t until Feb. 3, but CBS is already reporting that ad space is 90% sold out after Coca-Cola, Best Buy and a few others got into the game last week.

If it seems like those buyers are showing blitz a bit too early, just consider the logistics for a second. Prices for a 30-second Super Bowl ad jumped from $2.2 million in 2002 to $3.5 million for a spot in the 2012 broadcast on NBC, according to Kantar Media.

That’s just for the time. Advertising Age notes that sponsors tend to shell out $3.7 million to $3.8 million once they’ve hired a top ad firm like Wieden + Kennedy or negotiated a broader package that includes an in-game appearance. That’s a fairly substantial part of even a large company’s marketing budget, so it pays to take some time and get it right.

In some cases, it’s about reasserting a company’s connection to the game. A-B InBev, for example, has spent more than $240 million in the past decade trying to make Budweiser, Bud Light, Stella Artois and, last year, Bud Light Platinum the beer of choice at fans’ Super Bowl parties. PepsiCo, meanwhile, spent $174 million during the same span to make sure there are plenty of Doritos and sodas for the kids at those same events.

Mercedes-Benz was almost obligated to make the Super Bowl ad buy it finalized last week, considering its name is on the Mercedes-Benz Superdome that’s hosting the game in New Orleans next year.

For other brands, the Super Bowl offers a new beginning. Oreo cookies are returning to the Super Bowl in 2013 after being less of a big-game presence in recent years than the Manning brothers who anchored their racing league. While the sandwich cookie brand just made plans to finish its 100th anniversary with a Super Bowl bash, Oreo’s Super Bowl ads also will be somewhat of a coming-out party for parent company Mondelez International – the snack and candy company that formed when Kraft Foods (KRFT 0.00%) split like an Oreo.

Are the ads worth the big-ticket prices? You have to ask the more than 125 companies that have pumped more than $1.7 billion into Super Bowl advertising in the past 10 years. It’s not cheap, but it’s the only way to get a captive audience as large as the 111.3 million people who watched the New York Giants beat the New England Patriots in February or the 111 million viewers who tuned in to see the Green Bay Packers beat the Pittsburgh Steelers on Fox in 2011.

Read more at: MSN Money

As soon as General Motors said this week that it would quit paid ads on Facebook, Ford was on Twitter saying it has doubled-down on social and digital media — and hinted in a tweet that GM just didn’t know how to use new social media.

Then, no sooner had GM said yesterday it would not buy ads in the next Super Bowl, and Super Bowl regular Hyundai quickly let us know it won’t pass on the biggest annual ad event in TV — and by the way, (are your ears burning GM?), did know that the game is a huge social media event, too.

In an e-mail, Steve Shannon, Hyundai’s marketing VP, said: “The Super Bowl is a perfect venue for a brand like Hyundai. We are extremely pleased to be an advertiser on the 2013 Super Bowl.

“In addition to the fact that this is far and away the best-watched television program in the U.S. the social media opportunities continue to grow every year and we expect even more impact from this aspect of our advertising on the Super Bowl next year.”

The irony is not lost on us that GM global ad chief Joel Ewanick, when he was Hyundai’s ad guru, got the company into the Super Bowl and famously used it to roll out the job loss guarantee plan that helped Hyundai grow sales even through the depths of the financial crisis.

Read More at: Hyundai re-ups for Super Bowl; takes shot at GM.

Hyundai Tackles Big Game with Five Spots Spanning Pre-game, Pre-kick and In-game Ads

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:

“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:

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.

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.

Credits:
Hyundai (Cheetah & Think Fast)
Agency: Innocean
Producer: Jen Weinberg
CD: Robert Prins, Max Godsil, & Eric Spinger
Editorial Company: Cut + Run
Editor: Steve Gandolfi
Production Company: Rattling Stick
Director: Daniel Kleinman

Hyundai plans to advertise during Super Bowl XLVI, but the automaker is also doubling down on the power of a commercial played just before the game begins.

Hyundai will run a 60-second ad just before kickoff on Feb. 5 on NBC, Steve Shannon, VP-marketing at Hyundai Motor America, said in an interview. Hyundai Motor Co. has run ads in that slot in the past few years, but none as long as 60 seconds, he said.

The extra time ensures that Hyundai has “these clear seconds just before the game starts,” said Mr. Shannon. He promised that the ad would be “anthemic.”

Hyundai will also run two 30-second spots during the game, one in the first quarter and one in the fourth quarter, but capturing the “pre-kick” spot means the advertiser will get the eyes of Super Bowl viewers who have seen all the pregame coverage and are primed for the start of the annual classic. Ads during the game can get lost in the action of the event, Mr. Shannon suggested, but the pre-kick moment offers clarity and is thus worth a 60-second berth.

Read More at : Adage