Hyundai shows its commercials for Super Bowl XLVI

Article by Anita Panait, on January 31, 2012

Hyundai has provided previews of its Super Bowl XLVI commercials before the game kicks off on Feb. 5, joining other car companies that have done the same.  Hyundai bought five commercial spots -- two during the pregame, one right before the kickoff and two during the game. The in-game commercials will be shown in the first and fourth quarters. Most of Hyundai’s advertisements will highlight the company’s performance in terms of safety and reliability as well as driving fun.

The first-quarter ad, titled “Cheetah” will feature a race between the 201-hp Hyundai Veloster Turbo and the world’s fastest cat. The race starts when the cheetah’s handler opens the cage. However, the cheetah gives up after around 20 yards and turns his attention to the handler.

The fourth-quarter ad, meanwhile, features a young professional driving his boss, Bob, in a Genesis Coupe R-spec. Bob is about to deliver a motivational speech when he suddenly falls unconscious. The driver tries to revive his chief executive by hitting the brakes and stepping on the gas repeatedly. The move generated sufficient force to revive Bob. Bob will reappear in a future marketing campaign.

The one-minute pre-kickoff commercial titled “All for One” features a humming advertisement that carries the tune of Rocky movies. The spot opens with an employee who declares “This is impossible, it’s never gonna work!” His boss walks over and starts humming the Rocky theme “Gonna Fly Now” and soon the whole office catches the tune. At the end, the employee says, “Let me give it another try.” Hyundai says the commercial highlights the brand's motivation to succeed.

Chung-Ju Yung, Hyundai’s founding chairman, inspired the ad with his simple response of, “Have you tried?” when meeting difficult challenges.

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