Hyundai To Flaunt Genesis Coupe In 2009 Super Bowl Ads
Following last year's rather sedate (yet to-the-point) Super Bowl advertisements for the Genesis Sedan, Hyundai will be showing a new set of ads to promote the upcoming Genesis Coupe during this year's Bowl. The set of commercials will be titled "The Epic Lap," shot at Road Atlanta featuring some professional precision driving by Pike's Peak record holder Rhys Millen. The musical score for this event will be performed by none other than award-winning cellist Yo-Yo Ma, performing Bach's "Cello Suite #3 in C, Gigue."
Hyundai reports that during the three total days of filming, the Genesis Coupe was in top form, saying that the only piece of equipment that needed replacing was a new set of tires. We're eager to get some drive time in the Genesis Coupe, ourselves, but in the meantime, we'll be sure to look for Hyundai's ads come Super Bowl Sunday.
Click through the post for all of the details in Hyundai's official press release.
Sports Car Will Dance to Music Performed by Grammy Award-winning Cellist Yo-Yo Ma
Precision Driving Performed by World Champion Racer Rhys MillenFOUNTAIN VALLEY, Calif., December 29, 2008: 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
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Comments
Anonymous
is it just me or does that door not fit right? B/c the body line on the front fender dose not match the one on the door.
Anonymous
It's called styling but yep, I agree, it's ugly.
TheStig
It's the curve in the sheetmetal reflecting the light, twit.
Anonymous
I'll watch. The car looks good, and Bach is cool.
OPF
Even if the car looks good, to me, its a Korean Lexus/Infiniti G37 Coupe-wannabe. :/
Mena
I'd take it. It's the cheapest, new RWD car on the road. And it looks pretty good.
Urban
Good look car, but 2003 and 2005 year making its look more beautiful.
Ducati Minor
It's a sharper car than the conservative sedan, even if it looks like cheap G37 knockoff.
As Lexus-esque as the Hyundai formula appears to be, I don't see the Genesis making much impact. If Hyundai's objective is to simply grow, then it is on track. If, however, the Hyundai aim to annex buyers from other luxury marques (as Lexus had), then I don't see it happening. Toyota did a lot to make Lexus appear apart from its run-of-the-mill vehicles. Lexus was a separate division; that helped consumer perception in overcoming the Jap Factor. Sometimes the Japanese background didn't hurt: Japan came a long way since the 1960s in its rep for build quality and technology. The Koreans don't have that.
The Lexus strategy was also more layered than just creating a new luxury line: Toyota researchers carefully analyzed the weaknesses in the Western competition in fuel economy, reliability, costs, and customer service. The Genesis strategy just appears to be a cheaper alternative--which everyone is doing. That's the Cadillac method with the CTS: offer a medium-size luxury car for the price of a European small one. That happens to be Infiniti's plan, as well.
Mark in Maine
Mena makes a good point - It's RWD, it's not too expensive, and it is distinctive in appearance.
emad964
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