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When Jack Bauer saves the world for the seventh time, he’ll do it from behind the wheel of a Hyundai.
The Korean automaker has committed to a season-long integration in Fox’s 24, taking up the slack from Ford, which until recently had enjoyed category exclusivity on the program. Per terms of the deal, the Hyundai Genesis will play a pivotal role throughout the season’s arc, serving as the primary vehicle for rogue super-spy Bauer.
The buy was put together by Initiative, Hyundai’s agency of record.
Although the integrations first appeared in November, with the two-hour special 24: Redemption, timing issues related to last year’s writers strike pushed Hyundai back into the on-deck circle until the Feb.
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