A 30-second ad running in the first quarter called "The Chase"
shows a couple being chased through a forest by a couple of bears.
They escape by using a voice-activated remote-start feature on
their Elantra, and the spot ends showing the bears having a
humorous conversation. The director is Aaron Stoller. The brand
released a teaser this week:
Mr. Reynolds stars in a 30-second ad in the second quarter
directed by Mr. Berg and called "Ryanville." In the spot, two women
driving an Elantra get distracted by the site of Mr. Reynolds
walking through a neighborhood in which everyone looks like Mr.
Reynolds. The women are saved by the car's automatic emergency
braking and pedestrian detection technology.
The spots are an example of how automakers are increasingly
using ads to pitch technology in cars, rather than just the cars
themselves. "We are going through a technical revolution like we've
never seen before," Mr. Evans said. "It used to be where the car
had four wheels and a trip computer. Now these are computers with
four wheels. That is the fast-evolving world we are going in."
Other automakers using celebrities in their Super Bowl ads
include Buick, whose spot stars New York Giants wide receiver Odell
Beckham Jr. and actress/model Emily Ratajkowski; Kia, which is using Christopher
Walken; and BMW-owned Mini, whose ad includes appearances by tennis
star Serena Williams, actor-producer Harvey Keitel, rapper T-Pain,
skateboarder Tony Hawk, former baseball star Randy Johnson and
retired soccer star Abby Wambach.
Hyundai chose Mr. Hart and Mr. Reynolds because they "have a lot
of forward momentum in their own personal brands happening these
days," Mr. Evans said.
Mr. Reynolds stars in the upcoming Marvel superhero movie
"Deadpool," while Mr. Hart is in the just-released flick "Ride
Along 2." The two stars also have huge Twitter followings, with Mr.
Hart at 25.2 million followers and Mr. Reynolds at nearly 1 million
followers. Both men are expected to tweet about their Super Bowl
ads as part of their deal with Hyundai.
Hyundai will also run a 60-second ad during the Super Bowl
pre-game show called "Better" that launches the brand positioning,
"We Make Things Better." The spot follows the life of a man from
birth to adulthood as he strives to make the world better. The man
-- who ends up working for Hyundai in the ad -- has a heart and
soul that is visually represented in the spot by an engine shown
imprinted in his chest. The spot includes the tagline, "Better Is
the Engine that Drives Us."