Hyundai Scores With All-New Ads During Super Bowl XLVII

           Hyundai Scores With All-New Ads During Super Bowl XLVII

Cars Take Center Stage as Super Bowl Advertising Veteran Illustrates
Performance and Functionality with Humor and Fun

PR Newswire

COSTA MESA, Calif., Jan. 23, 2013

COSTA MESA, Calif., Jan. 23, 2013 /PRNewswire/ --In its sixth consecutive
year as a Super Bowl advertiser, Hyundai tackles the Big Game action with five
game-day ads, including four all-new spots. Two of the new ads are slotted for
the pre-game show and two are scheduled to air in-game. With clever
interpretations of real life moments that position a Hyundai vehicle as the
ultimate sidekick and partner-in-fun, Hyundai aims to take a tongue-in-cheek
approach to Super Bowl advertising. The spots use humor to highlight vehicle
performance and function in a fun and memorable way. Creative was developed by
Hyundai's agency of record, INNOCEAN USA.



Headlining the Super Bowl advertising blitz is Hyundai's 60-second pre-kick
spot titled "Epic PlayDate." Inspired and made possible by the all-new
seven-passenger Santa Fe, the ad takes viewers on an unforgettable and epic
play date with the Santa Fe as a key player, packing in fun for the whole
family. The ad features a cameo and soundtrack of a brand new track written
exclusively for Hyundai by a legendary alternative rock band.

"Team," a 30-second in-game spot running in the first quarter, is a pint-sized
ode to the action movie genre. A unique twist on a classic 'tables turned'
tale, we follow a young boy as he recruits his own dream team to take on the
neighborhood troublemakers. The all-new seven-passenger Santa Fe once again
takes an active role helping the young boy and his mom gather a team to step
up to the challenge.

"Stuck," a 30-second in-game spot running in the second quarter, takes viewers
on a classic American road trip. In a tale told with observational humor and a
little bit of empathy, viewers are taken on a journey through the eyes of a
young couple as they encounter and get "stuck" behind some unexpected things
on the road. But through it all, the Sonata Turbo allows them to dodge and
quickly pass the obstacles with ease.

The fourth 30-second spot, "Excited," airs during the pre-game show with a
voiceover any true sports driving enthusiast will recognize. The commercial
features a 429-horsepower, 8-speed Genesis R-Spec racing around a track as the
dramatic play-by-play is voiced by the eminently passionate sportscaster, Gus

"Cars have become more than just a means of transportation – they can play an
active role in empowering us throughout our everyday adventures, large and
small," said Steve, Shannon, vice president of Marketing, Hyundai Motor
America. "This year we developed a creative campaign that demonstrates the
many ways that Hyundai is 'there for you' as a true partner-in-fun. Whether
it's swiftly and safely maneuvering the unforgiving road in a Sonata Turbo or
piling everyone in the Santa Fe for the ultimate play date, Hyundai is the
perfect companion throughout all life's experiences."

The fifth and final spot "Don't Tell", which cleverly celebrates quality
family time with Mom and Dad, will air during the pre-game show.

The all-new Santa Fe is the most valuable player this year, starring in three
of the five Super Bowl advertisements. Santa Fe delivers Hyundai's recipe of
bold design, high-output powertrains with Gasoline Direct Injection (GDI) and
a host of features to please drivers and passengers with high expectations for
functionality, versatility and comfort.

"The creative for this year's Super Bowl is the most innovative work we have
created for Hyundai to date," said Greg Braun, executive creative director at
INNOCEAN USA. "Hyundai connects with consumers by continuously being
culturally relevant, and these new spots are a clear expression of that
notion. Our Super Bowl campaign as a whole is meant to tell fun, relatable
stories that depict our heroes - the people who drive our cars - and
ultimately relay the message that Hyundai vehicles enable and inspire them to
participate in the fun moments in life."

Hyundai is also leveraging various social media channels to add an interactive
element to the campaign that will drive additional anticipation and awareness
for the Super Bowl spots. Using the social power of Facebook, Hyundai offers
viewers an entertaining dual-screen experience that really allows them to get
in the game.


Hyundai Motor America, headquartered in Costa Mesa, Calif., is a subsidiary of
Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the
United States by Hyundai Motor America and are sold and serviced through more
than 820 dealerships nationwide. All Hyundai vehicles sold in the U.S. are
covered by the Hyundai Assurance program, which includes the
5-year/60,000-mile fully transferable new vehicle warranty, Hyundai's
10-year/100,000-mile powertrain warranty, and five years of complimentary
Roadside Assistance.

For more details on Hyundai Assurance, please visit

Please visit our media website at and our blog at

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SOURCE Hyundai Motor America

Contact: Chris Hosford, Hyundai Motor America,, (714)
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