Hyundai, which sat out last season's Super Bowl, is coming back to the game in a big way. The automaker will run two in-game spots and another ad in the so-called pre-kick pod, right before the Feb. 7 game starts.
The ad buys come as the automaker finishes out year one of its new NFL sponsorship. "It's fitting that our most strategic Super Bowl marketing program ever at Hyundai is happening during Super Bowl 50 and what is anticipated to be the most-watched TV event of all time," Hyundai Motor America Chief Marketing Officer Dean Evans said in a statement.
Hyundai had run Super Bowl spots for seven straight years before sitting out the 2015 game. For Super Bowl 50, the automaker will run 30-second spots in the first and second quarter. The pre-kick spot is a 60-second ad, while another 60-second spot will run during the pre-game show on CBS. Hyundai's advertising agency of record, Innocean Worldwide, is creating all four of the ads. Thirty-second ads are fetching between $4.6 million and a little north of $5 million, Ad Age recently reported.
Hyundai is also planning "a strong digital media presence, experiential activations in the San Francisco Bay Area and more than 400 Hyundai vehicles serving as promotional cars throughout Super Bowl week," the automaker stated.