Why Hyundai's Dead Serious About Its SB Ads

Many marketers see the Super Bowl as a platform to compete for the best-remembered ad, a goal that usually leads to one-upsmanship in outrageous humor. But Joel Ewanick, vp of marketing for Hyundai, doesn’t see it that way. The Korean carmaker is running six ads around the Super Bowl, including two during the big game and none of them are what you’d call rib-ticklers. Instead, they are dead serious and quiet.

The return to the Super Bowl was a no-brainer for Hyundai, which introduced its Assurance plan — which promised that those who lost their jobs could return their car — in last year’s game.

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