Hyundai Expands Advertising on Super Bowl Sunday With 'Kick-Off Show' Sponsorship

Hyundai Expands Advertising on Super Bowl Sunday With 'Kick-Off Show' Sponsorship

Hyundai Ads Feature '2009 North American Car of the Year' Winner Genesis Sedan, 'Hyundai Assurance,' and All-New Genesis Coupe

FOUNTAIN VALLEY, Calif., Jan. 27 /PRNewswire/ -- Hyundai Motor America will kick-off Super Bowl advertising with a sponsorship of NBC's Super Bowl XLIII "Kick-Off Show" airing Sunday, February 1, 2009. 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 advertising slots.

(Photo: http://www.newscom.com/cgi-bin/prnh/20090127/LA63464)

Hyundai and creative agency Goodby, Silverstein & Partners developed five new ads to fill each Super Bowl Sunday advertising 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 (7Z) and one third-quarter spot (20A). 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."

"In any given year, I'd be happy to have one of these three stories to include in Super Bowl advertising, so this is like a perfect storm," said Joel Ewanick, vice president, Marketing, Hyundai Motor America. "We feel that the collection of ads strike the right emotional tones, blending enthusiasm, honesty and a little humor to share the great news about Genesis sedan, debut Genesis Coupe and communicate our most timely value proposition, Hyundai Assurance."

Hyundai Genesis took top honors in the most exclusive award in the North American auto industry when it was named "2009 North American Car of the Year" on January 11, 2009. A jury of 50 independent automotive journalists evaluated all the new cars introduced last year and chose the 2009 Hyundai Genesis as the best new model.

The Genesis Coupe's advertising debut sets the perfect tone for kick off featuring a musical performance by Smashing Pumpkins lead singer Billy Corgan and drummer Jimmy Chamberlin. Precision driving is performed by Rhys Millen, a Pike's Peak world record holder, Formula-D champion and professional driver. Genesis Coupe will be the second-consecutive all-new Hyundai model introduced on Super Bowl Sunday, following the Genesis sedan's debut last year. 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 Assurance offers to repurchase any new Hyundai leased or financed if the owner unexpectedly looses his/her income. Advertising for Hyundai Assurance broke January 3 and 4, 2009 during National Football League playoff games and is showing strong consumer interest in its initial weeks. For full details about Hyundai Assurance, visit: www.HyundaiAssurance.com.

HYUNDAI MOTOR AMERICA

Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through more than 780 dealerships nationwide.

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Photo: http://www.newscom.com/cgi-bin/prnh/20090127/LA63464
PRN Photo Desk, photodesk@prnewswire.com

Source: Hyundai Motor America

CONTACT: Chris Hosford of Hyundai Motor America, +1-714-965-3470,
chosford@hmausa.com; or Kevin Oates, +1-310-584-8331, kevin.oates@ketchum.com,
for Hyundai Motor America

Web Site: http://www.hyundainews.com/

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Profile: International Entertainment