Hyundai Showcases Growing Premium Lineup During The 85th Oscars

       Hyundai Showcases Growing Premium Lineup During The 85th Oscars

PR Newswire

COSTA MESA, Calif., Feb. 21, 2013

COSTA MESA, Calif., Feb. 21, 2013 /PRNewswire/ --On Hollywood's biggest
night, Hyundai takes center stage for the fifth consecutive year as the
exclusive automotive sponsor of the Oscars broadcast on February 24 on ABC. A
total of nine ads will air: seven 30-second spots during the ceremony and two
30-second ads during pre-show coverage. The commercials highlight seven
different Hyundai models and focus on Hyundai's growing premium line up. Three
new spots, "Equus the Trailer", "Paparazzi" and "Elevator Pitch", feature
Equus, Genesis and Elantra, respectively, and speak to passionate Hollywood
fans with a soundtrack voiced by Oscar-winning Jeff Bridges that gives a nod
to the film industry and film culture.



"Equus the Trailer" highlights Equus' premium luxury features and outstanding
performance and refinement. The spot mimics an action movie trailer, featuring
Equus as the main character and the film's hero. The familiar deep baritone of
the voice-over actor takes the audience through the 30-second trailer, citing
"critics" calling the Equus "Colossal," "Epic" and "Astoundingly Powerful."

"Paparazzi" plays on another movie-star theme as paparazzi cameras frantically
try to capture one of Hyundai's big stars, the Genesis, as it races down the

"Elevator Pitch," uses the concept of pitching a big idea to a movie producer
– with the big idea being the award-winning Elantra. The spot highlights
Elantra's heated front and rear seats, Bluetooth enabled features and
exceptional horsepower numbers.

"The Oscars are about style and sophistication – a true premium experience.
The event provides the perfect platform to showcase our growing premium
lineup," said Steve Shannon, vice president of marketing, Hyundai Motor
America. "From insider lingo to the glamour of the film industry, you'll see
that our ads pay respect to Hollywood's biggest night. We started on this
creative strategy and approach with our Azera commercials in last year's
Oscars. We are building on that concept and are now excited to carry it across
other vehicle lines."

The remaining 30-second spots highlight four other high-demand Hyundai models:
Sonata Hybrid, Sonata Turbo, Santa Fe and Azera. In-show spots include "Epic
Playdate" featuring Santa Fe; "Stuck" featuring Sonata Turbo; "One Less
Battery" featuring Sonata Hybrid and its lifetime hybrid battery warranty; and
"Thanks" featuring Azera. The two Oscar Red Carpet Live ads include "Showroom"
featuring all three flavors of the Elantra, sedan, GT and coupe, and the
highly acclaimed Super Bowl spot "Team" featuring Hyundai's all-new Santa Fe.

Hyundai is taking the big awards night experience beyond the television screen
by offering viewers real-time interactions through engaging mobile content,
award winning soundtracks and connected television. In addition, the Oscars
sponsorship is elevated through extensions across cable networks such as AMC,
FX and Sundance Channel as well as sponsorship of ABC's Oscars website.

Having finished 2012 with five-straight years of premium segment sales growth
with its Genesis and Equus vehicle lines, Hyundai recently unveiled its design
direction for future premium vehicles with its HCD-14 Genesis concept. The
concept features advanced eye-tracking technology, interactive HUD and gesture
recognition, revealing the technological future of Hyundai's premium lines.

Hyundai's exclusive automotive sponsorship of the Oscars extends its "Big
Voices in Big Places" philosophy which positions the Hyundai brand in the
highest-profile advertising venues, including sporting events and
entertainment awards shows. INNOCEAN USA, Hyundai's agency of record, is
responsible for all creative. To view Hyundai's Oscars ads, please
visit, on Oscar Night.

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

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SOURCE Hyundai Motor America

Contact: Jim Trainor,, +1-714-594-1629
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