FOUNTAIN VALLEY, Calif., Nov. 12, 2015 – In its first year as an official NFL sponsor, Hyundai is returning to the Super Bowl marketing game in a big way. During the Super Bowl 50 broadcast on Feb. 7, 2016, Hyundai will run two in-game 30-second spots before halftime, with the new creative appearing during the first and second quarter of the game. Hyundai also secured the coveted pre-kick slot and will run a new 60-second ad as viewers are primed for the start of The Big Game. And that’s not all, as the pre-game show will also feature another all-new 60-second Hyundai spot.
“It’s fitting that our most strategic Super Bowl marketing program ever at Hyundai is happening during Super Bowl 50 and what is anticipated to be the most-watched TV event of all time,” said Dean Evans, chief marketing officer, Hyundai Motor America. “Our entire marketing team, both internally and at the agency, is hard at work developing the integrated campaign that includes four new ads and bringing attention to some of the dynamic vehicles and technologies that make up Hyundai’s lineup in a fun and engaging way.”
Hyundai is a longtime Super Bowl advertiser and, after sitting out last year, is back in the game for the eighth time in the last nine years. The new ads are just one part of Hyundai’s integrated Super Bowl marketing program, which will also include a strong digital media presence, experiential activations in the San Francisco Bay Area and more than 400 Hyundai vehicles serving as promotional cars throughout Super Bowl week.
In Hyundai’s last Super Bowl advertising appearance in 2014, “Dad’s Sixth Sense,” featuring the all-new 2015 Genesis, placed sixth on USA Today’s all-important Ad Meter, while Ace Metrix, the industry standard in television and video advertising analytics, awarded the spot a No. 2 ranking, calling it “one of the only ads of the game to be both effective and humorous.”
Earlier this year, Hyundai inked a deal with the NFL, separate from its Super Bowl package, to become the League’s official car, SUV and luxury vehicle. The campaign this first year has revolved around celebrating fan passion, including sponsorship of the NFL’s Kickoff celebration and the release of two fan-inspired ads that run every Sunday: “D-Gate” and “Field Goal.”
Hyundai’s advertising agency of record, INNOCEAN Worldwide, is developing the four new Super Bowl TV spots.