Hyundai, in its fifth consecutive year as a Super Bowl advertiser, will launch five Game Day ads on February 5th, all featuring Jeff Bridges once again as the voiceover: two pre-game spots, one 60-second commercial ("All For One," featuring the Rocky theme song "Gonna Fly Now" reimagined as "Gonna Shine Now") in the highly rated pre-kick time slot and two ads slated for in-game air time. Watch the full Super Bowl commercials below with insights from Hyundai.
While teased on Facebook, the brand has released the full flight of spots on its YouTube channel. According to its Super Bowl press release, "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."
"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, VP 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."
1) "All For One" Anthem (:60) Pre-Kick Off Slot
Description: "We believe trying is everything at Hyundai. In this Big Game ad, our Montgomery, Alabama plant employees provide a little vocal encouragement to a designer. Learn more about our culture of Trying at Hyundai.com."
Background: 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. This spot, titled "All For One," reveals what drives Hyundai and its employees to relentlessly pursue making the best products possible. 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.
Hyundai has a released a behind-the-scenes look at the making of the commercial, along with some additional videos. "Hyundaiville," which features the Montgomery, Alabama plant — known as Hyundai's home town in the south — and what it's done for employees and the community.
Another behind-the-scenes clip, "Have You Tried," gets to the spirit of "All For One" — "It's a simple question that has guided Hyundai since its founding, and influences how we approach everything. It's what led us to develop our signature fluidic design, and innovative programs like Hyundai Assurance. Learn more about our philosophy at Hyundai.com."
The inspiration: 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.
2) "Cheetah" 2012 Hyundai Veloster Turbo (:30) 1st Quarter
Description: "Trust us, it's fast. And with a 7-inch multimedia touchscreen, a 450-watt dimension® premium audio system, and Pandora® Internet radio, there's a lot more the 201 horsepower Veloster Turbo can do — besides outrunning a cheetah."
Background: A 30-second spot (watch the behind-the-scenes clip here) 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.
3) "Think Fast" 2012 Hyundai Genesis Coupe (:30) 4th Quarter
Description: "At 348 horsepower, the Genesis Coupe gives new meaning to the phrase "Heart Pounding Power."
Background: 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. The audience can see more of "Bob's High-Powered Business Tips" by visiting Hyundai's YouTube Channel (YouTube.com/Hyundai).
4) "Victory Lap" - 2012 Hyundai Elantra (:30) pre-game
Description: Time to take a victory lap around the neighborhood. The Elantra has racked up its most prestigious award yet: The 2012 North American Car of the Year.
Background: Hyundai celebrates its 2012 North American Car of the Year victory for Elantra, awarded by a jury of 50 independent automotive media at the Detroit Auto Show in early January. Watch the behind-the-scenes clip here.
5) "Faster Acting" 2012 Hyundai Genesis R-Spec (:30) pre-game
Description: Introducing a Hyundai Genesis as you never experienced it before. At 429 horsepower, it's a faster acting, more thrilling experience than ever.
Background: "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.
(Thoughts on Hyundai's Super Bowl 46 spots? Post them below!)
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