Auto marketers flocking to Super Bowl
Hyundai, Kia latest auto brands to plan game spots
DETROIT -- Hyundai and Kia each will have two spots during the Super Bowl, the companies said here last week during the auto show.
They join a pack of auto brands eager to reach the game's huge audience. So far Lincoln, Mercedes-Benz, Toyota and Volkswagen also have confirmed that they will advertise during the Super Bowl on Feb. 3. Advertising Age has reported that Audi and Chrysler also will have Super Bowl spots.
About 111 million people watched the game last year.
"The Super Bowl has been a great platform in helping us to connect with so many Americans who still don't know the Kia brand," Michael Sprague, executive vice president of marketing for Kia Motors America, said at the auto show.
A 30-second commercial for the redesigned 2014 Kia Forte compact car will be broadcast during the third quarter, and a 60-second spot for the Sorento will run during the game's fourth quarter.
Some automakers will also make their pitch to the millions of people who tune in before and after the game.
Before Hyundai's two new 30-second in-game spots, the brand will run one new commercial during the pregame show and a 60-second spot before just kickoff.
Hyundai is keeping creative details under wraps, but a spokeswoman said the commercials will focus on the redesigned Santa Fe crossover. The 5.0-liter V-8-powered Genesis R-Spec sedan and the Sonata Turbo also will be featured.
During the game's first half, Toyota will have a 60-second spot featuring actress Kaley Cuoco, star of CBS-TV's "The Big Bang Theory." Toyota also will run two spots after the time the game ends but before the Vince Lombardi Trophy is presented to the winner, said Jack Hollis, Toyota Division vice president of marketing.
One post-game commercial will be a 45-second cut of a spot from Toyota's "Let's go places" brand campaign modified for the Super Bowl. The second is a special cut of Toyota's Tundra spot in which a stock Tundra towed the Endeavor Space Shuttle in Los Angeles.
"It's not the Super Bowl flavor of humorous, over-the-top stuff," Hollis said in an interview here. "It's really designed to support the Tundra and 'Let's go places.'"
Matt VanDyke, global head of sales, marketing and service for Lincoln, said a 60-second Super Bowl commercial is in the final stages of preparation by Lincoln's agency, Hudson Rouge. The commercial will feature ideas solicited by TV comedian Jimmy Fallon on Twitter.
VanDyke said the spot will be broadcast in the second half of the game. He added: "We may even let it go a few days early."
Bradford Wernle contributed to this report
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