Article: Hyundai Takes High Performance Approach to Super Bowl XLVI Marketing Campaign

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Hyundai Takes High Performance Approach to Super Bowl XLVI Marketing Campaign
http://www.marketwatch.com/story/hyundai-takes-high-performance-approach-to-super-bowl-xlvi-marketing-campaign-2012-01-30

Hyundai Takes High Performance Approach to Super Bowl XLVI Marketing Campaign
marketwatch.com
Bulletin

“In developing this year’s in-game creative, we recognized the brand has built a strong reputation for great value, fuel economy, warranty, safety and quality – all the rational attributes for buying a vehicle. Typically, Hyundai hasn’t been top-of-mind with shoppers looking for performance and modern design – attributes that inspire an emotional connection,” said Steve, Shannon, vice president of Marketing, Hyundai Motor America. “However, the just-announced Veloster Turbo and restyled Genesis Coupe R-Spec supply the lineup with plenty of performance credentials for a youthful audience looking to complement great design and features with cars that are fun to drive.”

Hyundai’s Super Bowl commitment includes the coveted pre-kick time slot, literally seconds before the game begins. Hyundai has developed a very important 60-second spot which truly highlights Hyundai’s motivation to succeed. The spot, titled “All For One,” reveals what drives Hyundai and its employees to relentlessly pursue making the best products possible.

Hyundai’s founding chairman, Chung Ju-Yung, inspired this ad with his regular response when told challenges were too great to overcome. He simply asked: “Have you tried?” Inspired by the words of determination and encouragement, the spot captures the spirit that drives Hyundai. Against the backdrop of an iconic, internationally recognized song (“Gonna Fly Now” from the movie “Rocky” written by Bill Conti, Carol Connors and Ayn Robbins), Hyundai team members hum and sing along, demonstrating teamwork and encouragement when a co-worker needs a little support.

The ad features almost 200 actual Hyundai team members, trained by a vocal coach, and was filmed at Hyundai Motor Manufacturing Alabama, in Montgomery, Ala., which produces more than 300,000 Sonata and Elantra sedans each year. View the spot and “making of” video here:

Finally, to round out the game-day lineup, Hyundai will celebrate its 2012 North American Car of the Year victory for Elantra with a new 30-second spot called “Victory Lap.” The Elantra earned the prestigious award from a jury of 50 independent automotive media in early January. “Faster Acting” showcases the new 429-horsepower Genesis R-Spec sedan and furthers the theme of performance which bridges the pre-game spots with the in-game ads.

Gold Coast Video Prodution

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