Hyundai Motor America will kick-off Super Bowl advertising with a sponsorship of NBC’s Super Bowl XLIII "Kick-Off Show" airing Sunday. The sponsorship package includes naming rights and three 30-second spots preceding the game. Hyundai also has two 30-second spots planned for in-game coverage, bringing Hyundai’s total exposure during the nation’s most-watched sporting event to five 30-second ad slots.
Hyundai and creative agency Goodby, Silverstein & Partners developed five new ads to fill each Super Bowl Sunday ad segment. The spots focus on three distinct messages: Hyundai’s next exciting model introduction, the 2010 Genesis Coupe launching this spring; Hyundai’s newest consumer program called "Hyundai Assurance;" and the Genesis sedan’s "2009 North American Car of the Year" honor.
Honoring its all-new flagship sedan, the pre-game show will be named the "Kick-Off Show Presented by the Hyundai Genesis, ‘2009 North American Car of the Year.’" One pre-game spot will pay tribute to the Genesis sedan, while teasing the Genesis Coupe. The Genesis Coupe debut, which features a soundtrack scored and performed by Billy Corgan and Jimmy Chamberlin from rock band Smashing Pumpkins, will set the tone for kick off when it airs just before game time. A new spot featuring "Hyundai Assurance" will round out Hyundai’s pre-game advertising.
Hyundai’s two in-game positions include one second-quarter spot and one third-quarter spot. Hyundai has selected another ad featuring the Genesis Sedan’s "2009 North American Car of the Year" win titled "Bosses" for the second quarter slot. The third quarter slot will feature the Assurance Program with a new ad called "Contract."