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The Dude
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On Tuesday afternoon, Hyundai announced that it had indeed rethought its lineup. There will be one spot in the game for Hyundai Assurance, and one saluting the 2009 Genesis sedan for winning a “car of the year” award.

One spot for the Genesis coupe, with the rock musician Billy Corgan, is being moved to the pregame show, where Hyundai will also run a second spot for Hyundai Assurance along with a second spot for the Genesis sedan. Those three commercials will earn Hyundai a title sponsorship of that program.

In the end, the other spot for the Genesis coupe, featuring the cellist Yo-Yo Ma, “didn’t make the cut,” said Joel Ewanick, vice president for marketing at Hyundai Motor America.

Asked how Mr. Ma could make the inauguration ceremony but not the Super Bowl, Mr. Ewanick laughed and replied that the Ma spot would run instead during the Academy Awards on Feb. 22.
 

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While the assurance program has a nice and unique concept, most people will think there is some kind of "catch" with it. So, as far as I am concerned those are somewhat wasted efforts. Also, I think they should have kept with vehicles making a buzz. Surely getting 150 million viewers to see the new coupe during the game would hit a broader market than those liking the Sedan, IMO. The demographic for NFL football is a younger audience, not the 40-50-60 year old crowd that is looking for a luxury sedan, but what do I know.

And the Academy Awards are certainly not watched by many Coupe people, but Sedan folks for sure. That is not a young audience tuning in for that bore fest.
 

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Premium Member
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2,997 Posts
While the assurance program has a nice and unique concept, most people will think there is some kind of "catch" with it. So, as far as I am concerned those are somewhat wasted efforts. Also, I think they should have kept with vehicles making a buzz. Surely getting 150 million viewers to see the new coupe during the game would hit a broader market than those liking the Sedan, IMO. The demographic for NFL football is a younger audience, not the 40-50-60 year old crowd that is looking for a luxury sedan, but what do I know.

And the Academy Awards are certainly not watched by many Coupe people, but Sedan folks for sure. That is not a young audience tuning in for that bore fest.
Yeah I would have to agree with you for the most part. I'm not sure what Hyundai is thinking here. I'm sure we'll be having a Think Tank session on this in the future and I'll try to voice everyone's opinions on there.



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