Genesis to Play Super Bowl XLII
Talk about a sign of the times… Just as GM announces it’s done running Super Bowl ads, Hyundai tells BrandWeek it will be running two 30-second Super Ads for its Genesis Coupe. The announcement comes as Hyundai transitions ad agencies from Goody (which will handle the new Genesis spots) to South Korea’s World Marketing Group. Hyundai has spent $155m this year on measured media advertising, while GM franticly slashes at its $2b ad spend. Last year marked Hyundai’s first Super Bowl ad, an opportunity well spent promoting its landmark Genesis sedan. Yes, well, the Genesis sold only 1,826 units through August. Of course, the product is a major shift for Hyundai’s brand image, and it was launched into the weakest new car market since the last time bankers were jumping off buildings. Regardless, Hyundai marketing boss Joel Ewanick says the Genesis is on track to hit its goal: 8k sales by year’s end. And Hyundai is gaining market share despite down sales. So get used to seeing foreign firms like Hyundai fueling the advertising spectacle that is Super Bowl advertising. Who knows, we may even get to watch Tsingtao and Tsingtao Light throw down in an annual “Tsingtao Bowl” at halftime.
More by Edward Niedermeyer
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I would laugh if Hyundai decided to come out with a 'muscle car' based on the Genesis platform. If they stripped it down and gave it a stylish original design.
Marketing is such a black art isn't it? What can G.M. possibly say that it hasn't already said? Perhaps the tightening of the purse strings in terms of advertising dollars will actually spur the General to be more discriminating (and creative) in how it spends the dollars it has earmarked. Hyundai on the other hand has absolutely nothing to lose. Not only is it venturing into new territory with the luxo-sedan offering at a Dollar General price, but it needs to be perceived as relevant when the talk turns to the German and Japanese premium marques. Seems like money well-spent to me, particularly if they can come up with Budweiser-quality commercials that not only enhance the brand, but are entertaining to watch. However, perhaps the most interesting aspect of all this is that we're talking about the Genesis & Super Bowl right now, and it's only 3 weeks into the NFL season. How to you spell "free publicity?" Stroke of genius!