Hyundai Touts Performance in Super Bowl Ads

Some of Hyundai’s latest ads have shown off the fuel-efficiency, value, and luxury of its lineup. But for the Super Bowl, two of Hyundai’s in-game ads will be highlighting performance characteristics in an effort to bolster a brand attribute that the automaker doesn’t often emphasize.

In the 30-second “Cheetah” spot, the new 201-horsepower Hyundai Veloster Turbo is pitted against a cheetah in a race. After just a few yards into the race, the cat realizes he’s met his match as the car speeds ahead.

Hyundai’s second spot features the Genesis Coupe R-Spec. In this vignette, a young professional is driving his boss, Bob, a seasoned business pro, and listens to him as he imparts a pearl of wisdom. When Bob falls unconscious, the driver users the powerful car to revive his ailing boss.

“In developing this year’s in-game creative, we recognized the brand has built a strong reputation for great value, fuel economy, warranty, safety and quality – all the rational attributes for buying a vehicle. Typically, Hyundai hasn’t been top-of-mind with shoppers looking for performance and modern design – attributes that inspire an emotional connection,” said Steve, Shannon, vice president of Marketing, Hyundai Motor America. “However, the just-announced Veloster Turbo and restyled Genesis Coupe R-Spec supply the lineup with plenty of performance credentials for a youthful audience looking to complement great design and features with cars that are fun to drive.”

On game day, Hyundai also plans to air a new 30-second spot dubbed “Victory Lap” which celebrates the Hyundai Elantra’s new 2012 North American Car of the Year title.