The first in-game spot, titled "Paint," will feature the new sedan, for which the carmaker revealed price tags today. The second, titled "10 years/Favre," will feature Brett Favre, quarterback of this season's NFC North champion Minnesota Vikings. In the 30-second ad, Favre accepts the Most Valuable Player award after the 2020 football season.
"The Super Bowl is not only a showcase for great football, but also for the most significant advertising, reaching an estimated 95 million viewers in the U.S.," said Joel Ewanick, vice president of marketing, Hyundai Motor America. "Following in the footsteps of our 2008 and 2009 Super Bowl focus on the new Genesis and Genesis Coupe, we are focusing this year's Super Bowl campaign on the all-new 2011 Sonata, the most significant new model introduction in our history."
The advertising strategy will continue next month as Hyundai is the exclusive automotive sponsor of the Academy Awards, with eight spots planned for the March 7 broadcast.
Next year, Hyundai will also introduce the redesigned Accent and Elantra models, and two new introductions including a sporty coupe and crossover, so it is likely the carmaker to air ads featuring these vehicles in next year’s Super Bowl spots.