Hyundai gears up for the Super Bowl

Well, the Super Bowl will be here before we know it, and you can be sure that sponsors have already started thinking about what ads they’ll be running.  Hyundai has been running commercials in the past 5 Super Bowls, but this will be the first year they actually tailor an ad to the Super Bowl. Hyundai will run two spots, both will be aired during NBC’s coming broadcast of Super Bowl XLVI, set to be telecast Feb. 5 from Indianapolis, as well as a 60-second commercial leading into the kickoff of the gridiron classic.

 ”We’re making Super Bowl spots,” said Steve Shannon, VP-marketing, Hyundai Motor America, in an interview with Advertising Age. “We need to get that headset on. The bar is high.”

In Super Bowls past, Hyundai ran spots based on what their most recently released model was, whether it was a Genesis or Sonata, and according to Advertising Age, “It made a big Super Bowl splash in 2009 under former marketing chief Joel Ewanick by guaranteeing buyers they could return a car, with no hit to their credit, if they lost their jobs. Its ads have also talked up the way its cars hold their value, their new design and improvements to fuel economy.

This year Hyundai is considering a more customer-brand relationship focus, being recently named the automotive maker with the most brand loyal customers based on return buyers, customer surveys, market share and sales. Hyundai beat out 2 long time incumbents for the spot.

Ft. Myers car dealers, like O’Brien Hyundai anticipate the new commercials every year, even if the Miami Dolpins aren’t playing in it, which they most likely will not be.