Hyundai will have two ad spots in the upcoming Super Bowl XLVI broadcast on Feb. 5. It also has a 60-second commercial before the kickoff. In the past years, Hyundai decided on the Superbowl ads by determining the models that will be launched and seeing if any of their ads are presentable enough for the event.
In an interview with Advertising Age, Steve Shannon, vice president of marketing for Hyundai Motor America, said that the automaker is “making Super Bowl spots.” Hyundai’s marketing has been very aggressive and it resisted the impact of the recession while the U.S. automakers have struggled. He also said that the bar has been set so high.
Hyundai’s focus now is on creating an emotional connection with consumers and not so much on emphasizing the practical reasons since these have been thoroughly covered. This will be the fifth time that Hyundai will appear in Super Bowl.
In 2009, former marketing chief Joel Ewanick made people take notice upon announcing that if the buyers lost their jobs, they could return the car without any effect to their credit. Hyundai’s ads have also informed consumers about its cars’ value and its improved fuel economy as the result of a new design plus modifications.