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Korean firms pay top dollar for Super Bowl ads

Hyundai and Kia place three spots for millions of dollars

Feb 04,2014
Clockwise are screen captures of ads for Kia Motors’ K900 commercial starring Laurence Fishburne; for Hyundai Motor’s 2014 Elantra depicting a flirtatious game between two drivers of the car; and for Hyundai Motor’s all-new 2015 Genesis, showing its safety features.
OK, sports fans. What do these companies have in common? General Motors, Doritos, Anheuser-Busch InBev, Cheerios, Coca-Cola, Hyundai Motor and Kia Motors?

They were among the companies willing to pay big bucks for advertising during the 2014 Super Bowl to promote their products and services to more than 100 million viewers all around the world.

Although a 30-second slot is believed to cost more than $4 million, the only two Korean companies airing commercials were Hyundai Motor and Kia Motors, both part of Hyundai Motor Group, the country’s second-largest conglomerate. Two commercials by Hyundai Motor ­- one for the all-new 2015 Genesis and the other for the 2014 Elantra - ran., and Kia Motors ran one ad for its K900.

It was the seventh consecutive year that Hyundai Motor advertised during the football championship and the fifth for Kia Motors.

According to U.S. media reports, when CBS broadcast the 2013 football championship last year, the average cost per 30-second slot was $3.8 million. Fox, this year’s broadcaster, did not reveal how much it charged, but sources noted that a 30-second slot was worth more than $4 million.

Hyundai Motor’s 30-second commercial for its Genesis was titled “Dad’s Sixth Sense.” It was aired during the first quarter of the game.

The vehicle will be available in dealerships this spring, according to Hyundai Motor America.

The advertisement highlighted the car’s “sensory surround safety” features by depicting a story of a son who grows up with the full support of his father in moments of danger.

“The safety features of the Genesis are like the safety a dad provides to his children, coming to the rescue when it counts,” said Steve Shannon, vice president of marketing at Hyundai Motor America. “The spot also captures the car’s dramatic exterior design, intuitive features, premium craftsmanship and confident handling and performance.”

Hyundai Motor aired another 30-second commercial for its 2014 Elantra, which is titled “Nice.”

“[It is] a humorous ad that follows a flirtatious game of one-upmanship between a well-known comedian and a young woman in two identical Elantras, effectively showcasing the innovative performance, style and technology features of Hyundai’s compact sedan,” said Shannon.

Kia Motors’ 60-second ad for its all-new K900 luxury sedan starred Laurence Fishburne as Morpheus, his role in “The Matrix” film series.

The ad begins with Fishburne offering a couple a choice between two keys. “Take the blue key, you go back to the luxury you know,” he says. “Take the red key, and you’ll never look at luxury the same again.”

The couple takes the red key, and Morpheus joins them for a ride in the K900.

“The K900 offers something modern and different for the growing number of people who don’t want to be confined by the traditional definitions of luxury,” said Michael Sprague, executive vice president of marketing and communications at Kia Motors America. “Returning to the Super Bowl for the fifth straight year allows us to send a clear signal to TV’s largest audience that something different is going on at Kia.”


BY LEE EUN-JOO [angie@joongang.co.kr]



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