Genesis ads get Hyundai back in Super Bowl

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In a near reprise of its year-ago marketing strategy, Hyundai Motor America said Monday that it will unveil the latest incarnation of its Genesis brand in a two-spot Super Bowl buy.

The automaker will air its first two TV commercials for the 2010 Genesis Coupe during Super Bowl XLIII, running an ad during both halves of the Feb. 1 game. Each 30-second spot will feature Formula D champion Rhys Millen opening it up on a 12-turn road course, allowing Hyundai to position the sports coupe as a turbocharged performance machine.

"Genesis Coupe is Hyundai's most dynamic performance car ever," Hyundai vp marketing Joel Ewanick said. "So many elements come together in these advertisements that showcase the Genesis Coupe's design and performance that we know it will cast a halo over the entire brand."

Last year's two-spot buy for the Genesis luxury sedan marked Hyundai's return to the Super Bowl for the first time since 1989. As was the case a year ago, the new Genesis Coupe spots were created by Goodby, Silverstein & Partners.

Hyundai has sold 5,127 Genesis units, which carry a base sticker price of $32,250. A fully loaded sedan tops out at $42,000. Pricing for the Genesis Coupe has not been announced, but Korean market pricing puts the new model in the low- to mid-$20,000 range.

Anthony Crupi is a senior editor at Mediaweek.
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