Hyundai Genesis Coupe preparing debut in race-inspired super bowl ad

Article by Christian Andrei, on August 29, 2010

The two spots have the same theme, "The Epic Lap," but each provides a different viewpoint of Hyundai's latest offering to feature both its fluid design and track-worthy performance. Precision driving done by Rhys Millen, possessor of a Pike's Peak world record, Formula-D champion and professional driver, is arranged to accompanying music performed by Yo-Yo Ma in the model airing in the game's first half.

Another musical talent will be presented in the following 30-second spot, which will highlight re-edited precision driving footage fitted to a completely different soundtrack.

"Genesis Coupe is Hyundai's most dynamic performance car ever and it is the second-consecutive all-new model introduction from Hyundai to debut during the Super Bowl," said the vice president of Marketing, Hyundai Motor America, Joel Ewanick. "So many elements come together in these advertisements that showcase the Genesis Coupe's design and performance that we know it will cast a halo over the entire brand."

As the Genesis sedan set a new standard for the $35,000-$40,000 premium sedan range, Genesis Coupe will offer sport coupe fans a fresh new set of performance options. The Genesis Coupe provides a 30-mpg 2.0-liter version with a low-pressure intercooled 4-cylinder turbocharged powerplant generating 210 horsepower, and a 3.8-liter V6 Track version with 306 horsepower and enormous brakes by Brembo.

Hyundai chose to create two commercials for the Super Bowl that put the Genesis Coupe in the only category where drivers can safely and legally explore the top limits of the vehicle's awesome capabilities in a race track.

While racecar driver Millen negotiates the 2.54-mile, 12-turn world class road course at Road Atlanta in Northeast Georgia, a beautiful solo of Bach's "Cello Suite #3 in C, Gigue" can be heard in the background as performed by Grammy Award-winning cellist Yo-Yo Ma. The musician will also be editing the film footage together with editor Hank Corwin to ensure his interpretation of the "The Epic Lap" is brought to life.

"We have captured the spirit of Genesis Coupe in 'The Epic Lap,'" Ewanick said. "Yo-Yo Ma's interpretation is gracefully paired with Hank Corwin's artistic editing and we have done a fantastic job of showing off the sculpted, modern design of the Genesis Coupe." During the filming process, Rhys Millen flogged a Genesis Coupe for three days and the vehicle never missed a beat.

The only item that required replacement on the Genesis Coupe was a set of tires. "The Epic Lap" was produced by Goodby, Silverstein & Partners. Both variants of the commercial will air once more during the Academy Awards on February 22 on ABC and on other special programs. An online contest will also be hosted by Hyundai asking consumers to edit their own variant of "The Epic Lap." Details will be made available right after the Super Bowl.

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