Hyundai Super Bowl ad features new Sonata, Tucson


Hyundai will be one of the most visible sponsors of Super Bowl XLIV on Sunday with a total of eight ads airing throughout the day. 2010 marks Hyundai’s third consecutive year of advertising during the nation’s largest sporting event and second consecutive year sponsoring the Kickoff Show.

Hyundai’s Super Bowl blitz will be highlighted by two in-game ads. The first, titled “Paint,” will kick off an aggressive campaign supporting the 2011 Sonata. Slotted for the first quarter of the game, the spot will feature the all-new sedan, which boasts 200 horsepower(1) while maintaining best-in-class fuel economy of 35 miles-per-gallon highway. The 2011 Sonata will reach dealerships this month.

The second in-game ad, titled “10 years/Favre,” scheduled for the second quarter, will feature Brett Favre, quarterback of this season’s NFC North champion Minnesota Vikings. Favre, who holds the NFL “iron man” record for most consecutive games started, will be included in a spot featuring Hyundai’s 10-year, 100,000-mile warranty. In the 30-second ad, Favre accepts the Most Valuable Player award after the 2020 football season.

For added visibility on Super Bowl Sunday, Hyundai is the title sponsor of the “Hyundai Kickoff Show,” which begins at 6:00 p.m. ET and leads directly into the game. Hyundai will air three different 30-second ads during the Kickoff Show, including one in the time slot immediately preceding the game. Voiceovers and animations featuring Hyundai will be integrated after each commercial break.

In addition to highlighting the all-new Sonata, pre- and post-game spots will showcase the all-new Tucson and revamped Hyundai Assurance consumer protection program.

Hyundai’s Super Bowl advertising extends its “Big Voices in Big Places” strategy, which includes high-profile advertising in sporting events, entertainment awards shows and outdoor video board placement. The strategy will continue next month as Hyundai is the exclusive automotive sponsor of the Academy Awards with eight spots planned for the March 7 broadcast.

Jeff Bridges, now in his third year working with Hyundai advertising, will continue to serve as the narrator for the upcoming campaign. To view Hyundai’s Super Bowl ads, go to: