Smashing Pumpkins Members Drive Off With Hyundai Super Bowl Spot

Carmaker Says Yo-Yo Ma Will No Longer Appear in Goodby's Game Day Ads

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Genesis Coupe Super Bowl ad
Weeks ago, Hyundai and Goodby revealed to Billboard that they had a Super Bowl spot this year featuring cellist Yo-Yo Ma. But a selection from his "Bach's Cello Suites Nos. 1, 5 & 6" recording seemed destined to go unnoticed by the guacamole-swilling masses, just as the John Williams piece at President Obama's inauguration might have too, had it not been for the revelation that it was pre-recorded.

Now, however, it appears that the South Korean automaker has made a last-minute substitution: an iteration of the campaign with a newly composed track "FOL" by Smashing Pumpkins members will be featured in an ad immediately before kick-off. Lead singer/guitarist Billy Corgan and drummer Jimmy Chamberlin put it together, and, from the looks of it, the rest of the band was not involved. A press release dated yesterday says that the Yo-Yo Ma spot -- featuring Bach's "Gigue" from his Suite No. 3 in C Major -- will now run "in the coming weeks." In a previous release, the company stated that Yo-Yo Ma's spot would be followed by another later in the game that would feature an unnamed "second musical talent."

For the campaign, titled "The Epic Lap," driver Rhys Millen -- and, most likely, skilled editors -- will choreograph moves to both artists' work. After the first spot airs this Sunday, viewers will be able to remix it in some way at and then share their creations across social networks.

Like last year, Hyundai will be promoting its Genesis Coupe in the Super Bowl spots and driving viewers online, where, as everyone knows, most research on car buying is done these days. Joel Ewanick, VP-marketing, Hyundai Motor America told Ad Age last week that last year's spot was compelling enough to get football fans to spend 5 minutes on the Genesis site. More importantly, the Goodby campaign recieved "25,000 really rich sales leads."

Now word from Hyundai on the switch, but we'll update this post if that information becomes available. Update: The New York Times got a comment:

In the end, the other spot for the Genesis coupe, featuring the cellist Yo-Yo Ma, "didn't make the cut," said Joel Ewanick, vice president for marketing at Hyundai Motor America.

Asked how Mr. Ma could make the inauguration ceremony but not the Super Bowl, Mr. Ewanick laughed and replied that the Ma spot would run instead during the Academy Awards on Feb. 22.

[Via Stereogum]

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