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.

Hyundai Veloster Turbo has a unique design that is inspired by a high-performance sport bike. And modifying the exhaust is one of the popular sport bike upgrades. Designers at Hyundai have taken away the trapezoidal center exhaust of the Veloster, replacing it with two bigger free-flowing circular pipes. The new pipes, as well as the new intake manifold, both enabled the engineers at Hyundai to give the bike’s engine a sound that is more robust.

The new Veloster Turbo’s design gives a touch of aggression and aerodynamic stability to the base model, thanks to a bigger and bolder hexagonal front grille, sculpted side skirts, and dynamic rear bumper that feature prominent diffuser vents on its lower fascia. The new Veloster Turbo will come in a Matte Gray finish, which is a first for Hyundai. What’s more, 18-inch gray wheels featuring chrome inserts complete the Veloster Turbo's easily identifiable style. Its face carries the model’s signature eight headlight LED accents.

The Veloster Turbo’ finely tuned suspension setup works in harmony with its aggressive appearance. Yet, only the key components in the Veloster Turbo’s steering had been upgraded. It boasts a speedier ratio steering rack as well as a revised steering calibration, both giving drivers precise cornering, control, and feedback. All Veloster Turbo's rides on Kumho Solus KH25 215/40R18 85V tires are designed for best performance without compromising the ride.

All Velosters have been fitted with McPherson strut front suspension, gas shock absorbers, a 24-millimeter diameter front stabilizer, and coil springs. Meanwhile, the rear suspension is a light-weight V-torsion beam, a Hyundai-first with an integrated 23 mm stabilizer bar to allow bracing of the arms for greater stiffness and to further control body roll. Lastly, the rear suspension uses monotube shock absorbers to give ride comfort.

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