Hyundai preparing five game-day ads for the 2013 Super Bowl

Article by Christian Andrei, on January 24, 2013

Hyundai has prepared five game-day ads, which include four all-new spots, for the Super Bowl. This will be its sixth straight year as an advertiser. While two of the new ads are scheduled to broadcast on the pre-game show, there are two that will be seen in-game. Hyundai seeks to take a humorous approach to its ads.

Hyundai has been portraying its vehicle as the best sidekick if the buyers want fun by making witty interpretations of real life situations. Hyundai uses humor to focus on performance and function in an enjoyable and unforgettable way. INNOCEAN USA, Hyundai’s agency of record, developed the creative ads. Hyundai’s ad campaign for the Super Bowl is headlined by Hyundai’s 60-second pre-kick spot with the title “Epic PlayDate.”

The ad takes inspiration from the all-new seven-passenger Santa Fe. Viewers are brought to an epic play date with the Santa Fe as a major player. A famous alternative rock band makes a cameo as well as prepares the soundtrack for the ad. Dubbed “Team,” this 30-second in-game spot that will be seen in the first quarter, pays homage to the action movie genre. Hyundai offers a one-of-a-kind twist on the usual ‘tables turned’ story.

A young boy gathers a dream team to go up against troublemakers in the neighbourhood. The all-new seven-passenger Santa Fe plays a big role in gathering this team. Meanwhile, “Stuck,” a 30-second in-game spot that will be seen in the second quarter, features a classic American road trip. In this story, a young couple experiences being “stuck” behind several unanticipated things on the road. But no matter what the obstacles are, the Sonata Turbo can dodge them.

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