Korean Automaker Hyundai to Dominate Your Screen During the Super Bowl
On February 5th the American holiday known as Super Bowl Sunday, in all its gluttony, will be. On that glorious Sunday, when everyone’s collective attention shifts from the quality of football to the quality of commercial production, Korea’s Hyundai Motor Company will broadcast five advertisements. Two ads will adorn your screen during the pregame show (a waste, really, as no one watches the pregame show…but it may have been a necessary purchase for Hyundai to reduce the prices paid per), with a subsequent sixty-second ad scheduled just prior to kickoff. The remaining spots air in the first and third quarter.
What’s with the push to spend $15 million on three minutes of ad time (cost per thirty seconds last year was $3 million)? Hyundai’s already broken last year’s record-breaking year of 538,000 vehicles sold, and they’re having trouble keeping up with demand. To maintain this momentum, Hyundai will (hopefully) rely on the all-powerful post-Super Bowl consumer zeitgeist to affix the brand into our consciousness.
The creative team should spend its time on the sixty-second spot and the first quarter placement; it’s doubtful we’ll remember or even see the other commercials between the pregame eating and drinking and the post halftime lethargy.