Hyundai launched its first national campaign on Oscar Night Sunday with eight total spots airing on ABC’s telecast of the 81st Annual Academy Awards. Building on the momentum of Hyundai’s Super Bowl advertising, Hyundai included a significant addition to the Hyundai Assurance program called "Hyundai Assurance Plus," the "2009 North American Car of the Year" award garnered by the Hyundai Genesis, and the launch of the new Hyundai Genesis Coupe. Hyundai has secured seven 30-second ads and one 60-second ad that aired during the ceremony.
Two additional ads debuted on Oscar Night as well. Hyundai unveiled a new Genesis Coupe ad featuring music by Grammy-award winning cellist Yo-Yo Ma, and performance driving by racecar driver Rhys Millen. Yo-Yo Ma’s ad is the follow-up to a Genesis Coupe ad featuring music by Smashing Pumpkins that debuted just before the Super Bowl kick-off earlier this month. The Smashing Pumpkins’ version made an encore appearance on Oscar Night as well. The spots bookended a commercial break.
The campaign includes an online component at www.EditYourOwn.com which allows visitors to create their own version of a Genesis Coupe ad to be shared with friends and posted to social networking sites.
Hyundai also debuted a new 60-second corporate spot highlighting the history of the company and its commitment to the U.S. market.