HYUNDAI ANNOUNCES COMPANY'S SUPER BOWL ADVERTISING EFFORT IN NEARLY 20 YEARS

FOUNTAIN VALLEY, Calif., 01/30/2008 Hyundai Motor America announced plans to advertise during the nation’s largest sporting event, the National Football League’s Super Bowl. Hyundai’s purchase of two 30-second spots during the third and fourth quarters marks the company’s first Super Bowl advertising effort since 1989. The ads will air on the game broadcast Sunday, February 3, 2008.

“The Super Bowl is a must-see event for nearly 100 million people and we want every one of them to know that Hyundai is America’s next great car company,” said Joel Ewanick, vice president of Marketing for Hyundai Motor America. “Hyundai marketing continues to step out in big ways, and the Super Bowl is as big as it gets.”

Goodby, Silverstein & Partners led the creative development. The two all-new spots are consistent in theme and tone with the “Think About It” campaign launched in September 2007. Focused on the all-new Hyundai Genesis rear-wheel drive luxury sedan, the ads challenge traditional assumptions about the luxury category, and position Genesis as a new standard in the upscale sedan category.

“Unlike the majority of Super Bowl advertising which attempts to make the audience laugh, Hyundai’s ads are intended to make the audience think,” said Ewanick. “We want to challenge consumers to continue to see Hyundai in new light. We feel that the unique tone and theme of our two spots will differentiate us from the crowd on Super Bowl Sunday.”

Hyundai Motor America, headquartered in Fountain Valley, Calif. is a subsidiary of Hyundai Motor Company of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced by more than 780 Hyundai dealerships nationwide.

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