"We're making Super Bowl spots," said Steve Shannon,
VP-marketing, Hyundai Motor
America, in an interview with Advertising Age. "We need to get that
headset on. The bar is high."
Hyundai Motor Co.
has purchased two spots in NBC's coming broadcast of Super Bowl
XLVI, set to be telecast Feb. 5 from Indianapolis, as well as a
60-second commercial leading into the kickoff of the gridiron
Mr. Shannon suggested Hyundai wanted to focus more on sparking
an emotional connection with consumers and perhaps less on regaling
them with practical reasons to buy, ground that 's been
well-covered as Hyundai kept advertising and gained market share in
This year's Super Bowl appearance will be Hyundai's fifth. It
made a big Super Bowl splash in 2009 under former marketing chief
Joel Ewanick by guaranteeing buyers they could return a car, with
no hit to their credit, if they lost their jobs. Its ads have also
talked up the way its cars hold their value, their new design and
improvements to fuel economy.
Mr. Shannon acknowledged the car marker is under some pressure
to compete in the Super Bowl, not only against the recent glut of
auto pitches that have filled the game but also with other veterans
of the ad contest, including Pepsiand Coca-Cola.
The financial stakes are high. NBC has been seeking as much as
$3.5 million for a spot in the 2012 Super Bowl, though some
sponsors are probably getting cheaper prices, and ad buyers believe
the network is down to its last parcel of availabilities. Cars.com,
PepsiCo, Century 21,
Toyota, General Motors'
Chevrolet and Anheuser-Busch InBev
are among the sponsors for next year's game.