Hyundai is picking up their game this year, this time with an amusingly inefficient way to perform chest compressions on a comatose patient. This spot for the Genesis Coupe highlights the car’s 348 horsepower, in a use that many of us would never imagine.
Out of the batch of five spots for this year’s Super Bowl, Hyundai succeeds the most with this one. Featuring real employees from their Montgomery, Alabama plant providing a little vocal encouragement to a designer, this 60-second spot has nice little moments and doesn’t take itself too seriously.
Hyundai finally comes out of their shell and tries to do something besides show fast cars driving fast. As commercial watchers we crave a story, even a thin one, and this race between the Veloster Turbo and a cheetah fulfills our primitive needs.
This spot is pure car and driver porn: 429 horsepower, skidding around the turns, engine roar. We admit that while this spot lacks any creative, well, anything, it certainly makes us want to jump behind the wheel of the Hyundai Genesis R-Spec and see how fast we can crash it.
Hyundai celebrates its 2012 North American Car of the Year victory for Elantra with a new 30-second spot called “Victory Lap.” It never made much sense to use why the award for 2012 car of the year is given out in January of 2012, but the reasoning is probably completely over our heads.
Both Audi and Hyundai, two automakers with wildly differing past Super Bowl commercial strategies, are once again making big ad pushes in the big game next February 2012. For Audi this (hopefully) represents a continued trend of memorable, creative commercials that has extended back for the past five games. For Hyundai it’s (hopefully) an attempt to gain more recognition in the North American market after the 2011 Super Bowl’s run of boring, strange, and downright off-putting ads.
Okay, so by this time we’re actually starting to get sick of Jeff Bridges’ voice, if that’s even remotely possible. Hyundai seems to have saved the best for last, with his funny bit about settling for what came first. It’s kind of odd how they left this one until the end, since the other two spots were so weak and this one is so good… well, good compared to the other two. It’s almost like three different ad agencies made the videos.
Hyundai decides to take their commercial away from the “fun and interesting” route that everyone’s been doing up until now, and instead tries to overload our TVs and our optical nerves with blinding white light and a requirement of literacy. Someone please let them know that television is a visual medium? They tried to have The Dude make up for it with his soothing, soothing voice and reasonable, calm delivery, but… well okay, it worked, we’re buying an Elentra. Damn you Jeff Bridges!
This one is sort of a Super Bowl anti-spot. It’s aware of itself as a Super Bowl commercial but doesn’t give in to the peer pressure to put in some zany gag at the end… or anything very interesting at all, come to think of. When you have Jeff Bridges reading your ad copy, you don’t really need a twist anyway. Do you?
