02/08/2016, Fountain Valley, CA
Hyundai Dominates with Three of the Top Six Ads
First Automaker to Take the USA TODAY Ad Meter Crown
FOUNTAIN VALLEY, Calif., Feb. 8, 2016 – Hyundai became the first automotive company to win USA TODAY’s coveted Ad Meter when its spot “First Date” beat out 63 other Super Bowl 50 commercials. Hyundai’s impressive performance also included a fifth and sixth place finish for “Ryanville” and “The Chase” respectively, meaning Hyundai finished with three of the top six highest rated ads. Creative was developed by Hyundai’s agency of record, INNOCEAN Worldwide.
“On the biggest advertising day of the year, we wanted to entertain Super Bowl fans with creative storytelling and relevant, popular celebrities, while showcasing the innovative technology features of our vehicles. Our formula clearly resonated with the thousands of Ad Meter voters,” said Dean Evans, chief marketing officer, Hyundai Motor America. “Kevin Hart’s comedic chops coupled with a human truth people could connect with was a standout combination that put us over the top. It’s an incredible conclusion to our first year as an official NFL sponsor that we won the Ad Meter for Super Bowl 50.”
“First Date,” a 60-second spot featuring Kevin Hart, highlights one of the incredible technology features of Hyundai’s premium Genesis sedan. With the help of his Hyundai Blue Link Car Finder feature, Kevin does what every dad in America envies to ensure his daughter gets home safely. The spot was directed by the legendary actor, director, writer and producer Peter Berg of Pony Show Entertainment. Since going live on Hyundai’s YouTube page on February 3, the ad has been viewed more than 12 million times.
“Ryanville” a 30-second spot featuring Ryan Reynolds, took fifth place on this year’s Ad Meter. The ad takes a light-hearted look at the simple fact that all humans are prone to distractions. Highlighting the advanced safety features on the all-new Elantra, the ad tests the ability of two women to keep their eyes on the road while driving through the most distracting neighborhood ever—one featuring multiple incarnations of Ryan Reynolds. This spot was also directed by Peter Berg. The ad has earned more than 9.6 million views on YouTube since launching February 1.
“Ryan Reynolds proved to be the ultimate distraction in our commercial. And our commercial was one of the biggest distractions on the Super Bowl,” said Eric Springer, Chief Creative Officer, INNOCEAN.
“The Chase,” a 30-second spot, placed sixth on this year’s Ad Meter. It highlights the convenience of Hyundai’s voice-activated Blue Link Remote Start feature on the all-new Elantra. It shows that this feature can truly be a lifesaver, saving two hikers from hungry bears. “The Chase” was directed by Aaron Stoller of Biscuit Filmworks. “The Chase” has garnered more than 18.6 million views on YouTube since its debut February 1, making it one of the most-watched Super Bowl ads on YouTube.
Now in its 28th year, USA TODAY created the Ad Meter to gauge consumers’ opinions surrounding Super Bowl ads. As the U.S.’s most-watched sporting event, there is no better gauge of fan engagement, and it is the industry standard for Super Bowl advertisers.