Hyundai shows two 2013 Super Bowl ads: Stuck and Excited

Article by Christian Andrei, on January 30, 2013

Hyundai has begun to release more details about the 2.5 minutes of ads (for a total of five spots) that it will broadcast at the Super Bowl. So far, the automaker has released three of these ads but has only given descriptions of the other two. But now, it’s implying that rock group AC/DC may be making a cameo appearance.

Hyundai said that its 2.5 minutes of advertising time include two 30-second in-game commercials in the first and second quarters, a 30-second spot during the pre-game show, and a 60-second flagship ad that will air right before kickoff. Since around 30 seconds of ads cost as much as $3.8 million, Hyundai is likely to have spent around $9.5 million in airtime fees. The second-quarter advertisement is a simple 30-sec ad titled “Stuck.”

It highlights the awful things that can be passed up when driving the 274-hp Sonata Turbo. “Excited” is the title of the second ad that will air pre-game. This 30-second ad has sportscaster Gus Johnson discussing a Genesis R-Spec as it races around a track. The third ad titled “Don’t Tell” lasts for 30 seconds and will air pre-game. It gives viewers several naughty ideas that can be done with a Hyundai Santa Fe.

Hyundai hasn’t yet released the ad titled “Team,” which shows how a group of boys acquire the help of a mom and her Hyundai Santa Fe to go after “neighborhood troublemakers.” Then there’s the 60-sec ad titled “Epic PlayDate,” which is believed to be Hyundai’s main commercial. This ad follows a family on the seven-passenger Santa Fe as they go on “an unforgettable and epic play date.” An iconic alternative rock band will make an appearance in this ad. The soundtrack for this ad will also be from this band.

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