Hyundai has decided not to advertise in Super Bowl XLIX, snapping a streak of seven consecutive appearances in the game. It joins a growing list of automakers that frequently buy into the big game but are abstaining for 2015.
"While the Super Bowl is a great advertising property, Hyundai has decided to take a time out and won't be in the game this year," a spokeswoman said in an email.
Hyundai has typically run one or often two commercials in each Super Bowl since 2007. It used the recession-era 2009 Super Bowl to promote its recently introduced "Assurance" program, which promised to take back a car if the buyer subsequently lost his or her job.
In 2013, it ran a spot about a kid gathering a team to take on some bigger kids and another about using turbo to get away from road hazards. Last year it ran two commercials again, one with "Big Bang Theory" actor Johnny Galecki trying to woo a fellow Elantra driver, and the second showing a father repeatedly keeping his son from harm, ultimately teaching him to drive in a Genesis with automatic emergency brakes.
Recent Super Bowl advertisers that are sitting out 2015 include Audi, which had been an advertiser in the game since 2008; Volkswagen, the brand behind 2011's hit Super Bowl ad "The Force" and last year's "Wings"; General Motors, which ran two ads in 2014; Lincoln; Jaguar; Honda and Acura.