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AUTOMOTIVE INDUSTRY NEWS
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Hyundai launches Super Bowl ad campaign

The Fountain Valley-based company's two-week platform begins during Sunday's AFC Championship.

By Jenna SweeneyPublished: January 21, 2011 08:08 AM

Fountain Valley-based Hyundai Motor America kicks off its fourth consecutive Super Bowl ad campaign this Sunday during the AFC Championship game. The platform will combine viral online segments with print, digital and marketing elements – all with the goal of building interest in the brand during the two weeks leading up to Feb. 6.

"Over the years the Super Bowl has provided a great avenue for us to reach a significant audience, and this year we are expanding that reach by jumpstarting the campaign two weeks early during the AFC Championship game," said John Krafcik, president and CEO of Hyundai Motor America.

This weekend, two of the automaker's four in-game commercials will highlight the 2011 Elantra. Themed Snap Out of It, the ads will confront consumer attitudes toward compact cars through shorts that make light of the history of advertising in the segment.

"Hyundai tells the story of the hypnotized consumer mindset, conditioned to purchase compact cars for practicality and reliability, regardless of their uninspired design and limited innovation," according to the company.

Two other ads will showcase the 2011 Sonata.

In addition, the automaker will air 10 unbranded, viral spots online. The short films also will embody the Snap Out of It theme and will be created to look like consumer-generated content. Each will direct consumers to unbranded microsites that look at the "compact-car conspiracy."

The short films and microsites will not be identified until Super Bowl Sunday, when Hyundai will unleash three additional in-game ads.

"Having a fully integrated campaign leading up to the Big Game next month will allow us to build a story that makes a dramatic statement befitting a break-through car like the all-new Elantra, which gives consumers license to expect more from the compact segment," said Krafcik.

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