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, the official car and SUV of launch a "fully integrated and multidimensional  campaign that will communicate its 'Better Drives Us' philosophy and introduce consumers to the newest vehicles in its lineup." This will be Hyundai's 10th Super Bowl appearance in 11 years.
• The NBA has named Indianapolis as the site for the 2021 All-Star Game, to be played in Bankers Life Fieldhouse on Feb. 14. The next three NBA All-Star Games are in Los Angeles (Staples Center, Feb. 18, 2018), Charlotte (Spectrum Center. Feb. 17, 2019) and Chicago (United Center, Feb. 16, 2020). Cleveland said it would seek to host the 2022 game, which could be the 75th anniversary of the NBA event.
• The Disney Co. is acquiring major assets of 21st Century Fox for $52.4 billion. 21st Century Fox said it would spinoff "Fox Broadcasting Co., Fox Sports, Fox News, Fox Television Stations and a handful of other assets into a new company." The deal brings to Disney key assets of major properties it did not own, including Marvel's X-Men and the first movie in the Star Wars franchise (Star Wars: A New Hope). Also included is FX Networks, National Geographic, 300-plus international channels, 22 regional sports networks and Fox’s 30% stake in Hulu.

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Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Saturday
Jan262013

Super Bowl Veteran Hyundai Lifts The Hood On Its Big Game Marketing Plans

Special to NYSportsJournalism.com

January 26, 2013: Automaker Hyundai plans to have lots of signage on the road to Super Bowl XLVII, including two new commercials before the game, two new spots during the game and social media activation at such destinations as Twitter, Facebook and YouTube.

In all, Hyundai plans to run five different ads encompassing three minutes of air time on Feb. 3, which will be the brand's sixth consecutive year as a Super Bowl advertiser. The seven-passenger Santa Fe will be featured in three of the five Super Bowl ads. 

Hyundai described the overall theme of its Super Bowl marketing as being "clever interpretations of real life moments that position a Hyundai vehicle as the ultimate sidekick and partner-in-fun [and] use humor to highlight vehicle performance and function in a fun and memorable way." Lead agency is Innocean USA, Huntington Beach, Calif.

"Cars have become more than just a means of transportation – they can play an active role in empowering us throughout our everyday adventures, large and small," Steve Shannon, vp-marketing for Hyundai Motor America, said in a statement. "This year we developed a creative campaign that demonstrates the many ways that Hyundai is 'there for you' as a true partner-in-fun."

Hyundai's game day roster includes:

• "Epic PlayDate," a 60-second pre-kickoff spot featuring the Santa Fe and a cameo and new track "written exclusively for Hyundai" by alternative rock band Flaming Lips.

• "Excited," to air during the pre-game show, featuring a 429-horsepower, 8-speed Genesis R-Spec racing around a track with voiceover from sportscaster Gus Johnson.

• "Team," a 30-second spot running in the first quarter in which a mom and her son use the Santa Fe to recruit a "dream team to take on the neighborhood troublemakers" (pictured).

• "Stuck," a 30-second spot running in the second quarter in which a couple on a road trip avoids unexpected obstacles with their Sonata Turbo.

The fifth spot is  "Don't Tell," which broke late last year, will air during the pre-game show. In it, Dad takes the kids to a scary movie, down Devil's Skull ski slope, helps them T-P someone's house and lets them eat way too much ice cream, imploring along the way, "Don't tell Mom." In the next scene, Mom is hang gliding with hef oldest son, of whom she implores, "Don't tell Dad."

"This year we developed a creative campaign that demonstrates the many ways that Hyundai is 'there for you' as a true partner-in-fun."

According to Greg Braun, executive creative director for Innocean USA, "Hyundai connects with consumers by continuously being culturally relevant, and these new spots are a clear expression of that notion."

Support includes social media channels that Hyundai said would be utilized to "drive additional anticipation and awareness for the Super Bowl spots."

Thirty-second commercials on CBS averaged $3.8 million, with some going for upward of $4 million, per the network. Cost was not divulged for 30- or 60-second spots during pre-game programming.

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