Hyundai Motor America will air its first two television commercials for the new 2010 Genesis Coupe during Super Bowl XLIII on 2/1. The 30-second commercials will position the 300+ horsepower sports coupe as a performance machine designed to capture the hearts of automotive enthusiasts.
The two spots share the same theme, "The Epic Lap," but each offers a distinct perspective of Hyundai’s newest offering to highlight both its fluid design and track-worthy performance. Precision driving performed by Rhys Millen, a Pike’s Peak world record holder, Formula-D champion and professional driver, is choreographed to music performed by Yo-Yo Ma in the version airing in the first half of the game. A second musical talent will be introduced in the subsequent 30-second spot, which will feature re-edited precision driving footage matched to a completely distinct soundtrack.
For the Super Bowl, Hyundai elected to create two commercials that put the Genesis Coupe in the only element where drivers can safely and legally explore the upper limits of the car’s awesome abilities: a race track.
As racecar driver Millen navigates the 2.54-mile, 12-turn world class road course at Road Atlanta in Northeast Georgia, you hear a beautiful solo of Bach’s "Cello Suite #3 in C, Gigue" performed by cellist Yo-Yo Ma.
"The Epic Lap" was created by Goodby, Silverstein & Partners. Both versions will air again during the Academy Awards on 2/22 on ABC and on other special events programming. Hyundai will also host an online contest asking consumers to edit their own version of "The Epic Lap." Details will be announced after the Super Bowl.