Friday, February 1, 2008

Hyundai Super Bowl spots are hyo-hyum

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Thought I'd take a look at the Hyundai Super Bowl spots, just because they're from Goodby, Silverstein & Partners, though, I promise, by day's end to sink to the depth of posting something about SalesGenie. Especially coming from Goodby, these spots are disappointing, just because the only interesting thing I found is that the first of the two (embedded above), actually speculates about how the spot might do on the USA Today AdMeter, with the implication it probably won't score all that high. I guess that's a smart way to hedge your bets as an agency—you don't want to get your ass fired, like Cramer-Krasselt allegedly did, because your spot doesn't do well on that particular poll. As for what the commecials advertise, it's new Hyundai Genesis, an upscale sedan that is being compared in these commercials to Mercedes, BMW and Lexus. While the car may line up favorably in terms of specs—particularly on price—to those cars, at the end of the day it's still a Hyundai, and that's would seem to be the main marketing issue.

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