Hyundai will debut its 2010 Genesis Coupe in the U.S. during Super Bowl XLIII on Sunday, February 1, next year. The carmaker will use a pair of 30 second television commercials designed to highlight the 306 hp Genesis Coupe's performance strength.In the first spot, scheduled to air in the first half of the game, championship winning driver Rhys Millen, famous for his drifting prowess and his Pike's Peak world record, will use the Genesis Coupe to perform precision driving moves choreographed to the musical stylings of Yo-Yo Mama. The second spot will use re-edited precision driving footage matched to a completely different soundtrack to further highlight Hyundai's theme for the commercials of 'The Epic Lap'.
Both versions of the advertisement will air again during the Academy Awards next year, as well as during other special events. Additionally Hyundai will also host an online contest asking consumers to edit their own version of 'The Epic Lap'. Hyundai is reportedly spending nearly $6 million to air the two commercials.
[Source: Hyundai]
Continue reading to view the official press release.
PRESS RELEASE: Hyundai Genesis Coupe to Debut in Race-Inspired Super Bowl Advertisement
Sports Car Will Dance to Music Performed by Grammy Award-winning Cellist Yo-Yo Ma
Precision Driving Performed by World Champion Racer Rhys Millen
FOUNTAIN VALLEY, Calif., Dec. 29 /PRNewswire/ -- 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
HYUNDAI MOTOR AMERICA
Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through almost 800 dealerships nationwide.
