There was a fair amount of "will they or won't they" leading up to Super Bowl XLII for Hyundai, which purchased two 30-second spots in the fall but evidently suffered buyer's remorse due to a worsening economy and creative issues with agency Goodby Silverstein & Partners. But Hyundai eventually decided to keep both spots, which introduced the Genesis sedan, the brand's priciest car yet.
Both "Big Twist" and "Tomorrow" tout the model's luxury capabilities, equating it with the likes of Mercedes and BMW. In "Big Twist," a narrator nods directly to the venue and the expectations that go akong with it: "A brand-new lux car as spacious as the Mercedes S-Class yet priced like a C-Class, making its debut during the big game. Yeah, right about now you're probably expecting some crazy big twist or something. Well, here it is...."
And "Tomorrow" steers even more directly at the Super Bowl-ness of it all.
Director: Africa Films. Production company: Eun Teak Cha. Copywriters: Jim Elliott, Brian Ahern. Art director: Will McGiness. Executive agency producer: Tod Puckett. Editorial company: Rock Paper Scissors. Editor: Kirk Baxter.
AGENCY: Goodby, Silverstein & Partners
QUARTER AIRED: Q3