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Discussion Starter · #1 · (Edited)
Hyundai Genesis Coupe to Debut in Race-Inspired Super Bowl Advertisement
Sports Car Will Dance to Music Performed by Grammy Award-winning Cellist Yo-Yo Ma
Precision Driving Performed by World Champion Racer Rhys Millen​

FOUNTAIN VALLEY, Calif., Dec. 29 /PRNewswire/ -- Hyundai Motor America will air its first two television commercials for the new 2010 Genesis Coupe during Super Bowl XLIII on Sunday, February 1, 2009. The 30-second commercials will position the 300+ horsepower sports coupe as a performance machine designed to capture the hearts of automotive enthusiasts.


The two spots share the same theme, "The Epic Lap," but each offers a distinct perspective of Hyundai's newest offering to highlight both its fluid design and track-worthy performance. Precision driving performed by Rhys Millen, a Pike's Peak world record holder, Formula-D champion and professional driver, is choreographed to music performed by Yo-Yo Ma in the version airing in the first half of the game. A second musical talent will be introduced in the subsequent 30-second spot, which will feature re-edited precision driving footage matched to a completely distinct soundtrack.

"Genesis Coupe is Hyundai's most dynamic performance car ever and it is the second-consecutive all-new model introduction from Hyundai to debut during the Super Bowl," said Joel Ewanick, vice president of Marketing, Hyundai Motor America. "So many elements come together in these advertisements that showcase the Genesis Coupe's design and performance that we know it will cast a halo over the entire brand."

Just as the Genesis sedan set a new benchmark for the $35,000-$40,000 premium sedan segment, Genesis Coupe will provide sport coupe enthusiasts a fresh new set of performance alternatives. The Genesis Coupe offers a 30-mpg 2.0-liter model with a low-pressure intercooled four-cylinder turbocharged engine producing 210 horsepower, and a 3.8-liter V6 Track model with 306 horsepower and massive Brembo brakes.

"The Epic Lap" Captures Genesis Coupe's Performance

For the Super Bowl, Hyundai elected to create two commercials that put the Genesis Coupe in the only element where drivers can safely and legally explore the upper limits of the car's awesome abilities: a race track.

As racecar driver Millen navigates the 2.54-mile, 12-turn world class road course at Road Atlanta in Northeast Georgia, you hear a beautiful solo of Bach's "Cello Suite #3 in C, Gigue" performed by Grammy Award-winning cellist Yo-Yo Ma. The artist will also be editing the film footage with editor Hank Corwin to make sure his interpretation of the "The Epic Lap" is brought to life.

"We have captured the spirit of Genesis Coupe in 'The Epic Lap,'" said Ewanick. "Yo-Yo Ma's interpretation is gracefully paired with Hank Corwin's artistic editing and we have done a fantastic job of showing off the sculpted, modern design of the Genesis Coupe."

Rhys Millen flogged a Genesis Coupe for three days during the filming process and the car never missed a beat. The only item that needed to be replaced on the Genesis Coupe was a set of tires.

"The Epic Lap" was created by Goodby, Silverstein & Partners. Both versions of the advertisement will air again during the Academy Awards(R) on February 22 on ABC and on other special events programming. Hyundai will also host an online contest asking consumers to edit their own version of "The Epic Lap." Details will be announced after the Super Bowl.

HYUNDAI GENESIS COUPE HIGHLIGHTS

-- Hyundai's first rear-wheel drive sports car
-- 306-horsepower from enhanced 3.8-liter V6 with premium fuel
-- Standard 220-horsepower turbocharged, intercooled inline four cylinder
with premium fuel
-- Genesis Coupe arrives in the spring of 2009 as a 2010 model

HYUNDAI MOTOR AMERICA

Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through almost 800 dealerships nationwide.

SOURCE Hyundai Motor America



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Just read another article on this. Hyundai may have spent about 2-3 million for each 30 second spot! Yikes! I wish they would throw some of that money over our way! :) I wish I could post the other pics of the yellow car in action.. They show off Rhys doing some nice drifting moves. Maybe I can get permission.. Hm. stay tuned.



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The fact that they have Rhys Millen doing the driving in the commercials, and advertise thatfact, is a good sign for those who want to see Hyundai sponsor an RMR competition Coupe.
Very good point! I know Hyundai is thinking about it and it may very well happen. I'm expecting to hear an announcement soon. How cool would it be to see RMR do a Time Attack event or using the Genesis Coupe in Formula D.

Who cares when its going to be released i'm just worried about that Rspec release date! I talked to Pohanka hyundai yesterday and they gave me nothing.
Haha, man I would wait for the R-Spec but I dont think I'm patient enough. Reportedly R-Spec won't be made available until Fall of '09.



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Discussion Starter · #8 · (Edited)
Who cares when its going to be released i'm just worried about that Rspec release date! I talked to Pohanka hyundai yesterday and they gave me nothing.
I'm with you gsxtuner, I'm glad that the release is near, but means nothing to me since I'm waiting on the R-Spec. I'm patiently hoping by the time it's released, Hyundai will have decided to up the power on that turbo, considering it's supposed to be the most performance oriented version. Not to mention, if I can hold out til DI is implemented, that much better. I deserve a 300Hp turbo4cyl that doesn't weigh 2 tons.:shifting:



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I saw a piece on cnn yesterday on all the advertisers pulling out of the Superbowl yet they still have 90% of the add time sold according to NBC. But at 3mill a pop I can see why companies are pulling out.
 

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Discussion Starter · #14 ·

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The Dude
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Genesis Coupe Superbowl Commercial Soundtrack?

I really personally as a musician and a person with degree in media production think that Hyundai makes some out there choices with the music they are putting on these Genesis Coupe commercials. The crowd they are targeting with these cars aren't really gonna know or listen to Yo Yo MA. I think this is the Korean side getting into it, if you seen some of there commercials they use classical and opera to cheesy effect in alot of there stuff.

There video production and shooting is good but the soundtracks seem to lack something and miss the mark. I would expect something a little more hip and high energy for this car and the crowd it is being marketed to.
 

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Discussion Starter · #17 · (Edited)
I think Hyundai is trying to play it safe with the music for these commercials. They don't want to offend anyone's taste by putting on music that might isolate any single demographic. I believe that this car is going to appeal to a large audience of people. Therefore IMO, Hyundai selected a classical theme, so that no one would change the channel due to something that irriates them, such as the back ground music.



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Your probably right Tufast they want to play it safe. But I hate playing it safe, get edgy you have Rhys Millen driving the car for the ad go all the way. Don't get me wrong I like Yo Yo Ma I love classical music, but i think of Yo Yo Ma and Genesis Coupe and its like putting Marylin Manson on a Depends commercial. :gay:
 
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