One of two Hyundai in-game spots on Super Bowl Sunday in 2004, and one of eight total to run throughout the day, “Paint” begins what Hyundai described then as an “aggressive” campaign for its 2011 Sonata, reaching dealerships that month.

”Following in the footsteps of our 2009 and 2009 Super Bowl focus on the new Genesis and Genesis Coupe, we are focusing this year’s Super Bowl campaign on the all-new 2011 Sonata, the most significant new model introduction in our history,” said Joel Ewanick, then the VP of marketing for Hyundai Motor America, in a statement at the time. (Ewanick would go on to be global marketing chief at General Motors.) Hyundai also sponsored the “Hyundai Kickoff Show” before the game, running three different spots during it, one of which ran in the break right before game time.

The automaker would keep up the big TV presence with multiple ad buys at the March 2010 Academy  Awards.

Hyundai's other Super Bowl XLIV spot, also by Innocean, was "10 Years."

BRAND: Hyundai

YEAR: 2010

AGENCY: Innocean

SUPERBOWL: XLIV

QUARTER AIRED: Q1