Hyundai, in its fifth consecutive year as a Super Bowl advertiser, will launch five total game-day ads on February 5, including two pre-game spots, one in the highly rated pre-kick time slot and two ads slated for in-game air time. The general theme of the day focuses on elements that drive the Hyundai brand and culture, with the two in-game ads highlighting performance characteristics – bolstering a brand attribute that Hyundai doesn’t often emphasize. The campaign features interactive and digital content throughout, including outtakes, online extensions and social media engagement to extend the reach of the program. Creative was developed by Hyundai’s agency of record, Innocean Worldwide Americas.
“Cheetah,” a 30-second spot slated for the first quarter, features a caged cheetah set to race a new 201-horsepower Veloster Turbo on a long stretch of open road. The car launches and the cage opens, but just a few yards into the race, the cat realizes he’s met his match as the car speeds ahead. The competitive cheetah then takes his frustration out on his handler.