The Montgomery-built Hyundai Elantra will get some on-air publicity sure to be seen by tens of millions in the upcoming Super Bowl set to air on February 2, 2014.
Hyundai is kicking off its Super Bowl XLVIII advertising blitz with two commercials. The first ad will air in the first quarter and will feature the company's Genesis sedan. The Elantra spot will air in the fourth quarter.
The Elantra spot, called "Nice", is a humorous, 30-second commercial that company officials say follows a young comedic talent in an escalating game of compliments between two identical Elantras.
Officials say the spoke will showcase the "innovative performance, style and technology features" of the Montgomery-built compact sedan.
Hyundai Motor Manufacturing Alabama spokesman Robert Burns says that while the commercial will focus on the sedan, there are no plans to shoot the piece in Montgomery. That has been the case in previous years.
"Each year we challenge ourselves to come up with a new, inspiring way to showcase Hyundai during the biggest TV event of the year, while staying true to our audience and what's most relevant to them," said Greg Braun, Executive Creative Director, INNOCEAN USA, the company responsible for creating the ads. "This year we were able to take two different approaches to our spots – from fun and comedic, to endearing and sentimental – while still focusing on the essence of Hyundai."
This is the seventh consecutive year Hyundai has purchased airtime in the Super Bowl. Trade reports indicate the cost of a single 30-second spot in the upcoming game is averaging $4 million.